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Canadian Magazine Metrics Go Syndicated
Starch Research Services Ltd and GfK MRI have announced the launch of a new syndicated service, GfK MRI StarchMetrix, which gives ROI metrics for ads appearing in Canadian consumer magazines.
The service will combine the well-established proprietary Starch measurements Ad Noting, Branding and Reading, with ROI metrics already widely used in the USA and based on Actions Taken - including visits to an advertiser's web site, recommendation and purchase. Previously provided to private clients, the service already counts Reader's Digest, Best Health and media agencies MediaCom and Mindshare among its subscribers.
GfK MRI StarchMetrix will survey online panels of magazine readers, completing between 40,000 and 50,000 interviews each year to collect print ad readership and effectiveness data. The syndicated service will launch next month and will provide data on 15 major English-language magazines, giving readership and effectiveness for all national ads (one third page or larger) in virtually all issues. Additional magazines, in English and in French, will be incorporated based on demand from advertisers, agencies and publishers.
Starch President Brian Hickey says the service enables magazines to prove the full impact of magazine ads in media schedules: 'In addition to helping clients develop more powerful creative, magazines will benefit from being able to prove the extent to which magazine ads influence word of mouth, website traffic, brand perception and purchase.'
Minority owned by GfK Group, Starch Research is a Canadian full-service marketing research organization which also provides print ad pre-testing and advertising recall surveys for static and digital out-of-home media.
Web sites: www.gfkmri.com and www.starchresearch.com .
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