Affinity Adds Digital Measure to American Magazine Study

In New York, media measurement specialist Affinity has expanded its 'American Magazine Study' (AMS) to include those viewing via a host of digital platforms including web sites and mobile apps.

Affinity specializes in magazine audience measurement and accountability tracking. Alongside the AMS, the firm offers a number of products such as ProofReader for campaign pre-testing, and the VISTA service for measuring the in-market effectiveness of print and digital magazine ads.

The expanded AMS provides a single-source methodology which measures and allows for duplication between print and digital audiences, allowing clients to evaluate potential schedules based on the total reach of their campaigns across multiple magazine platforms.

'In the last year, millions of consumers have embraced tablets, e-readers and other mobile devices, and it has led to significant changes in the way magazine media is now consumed,' explains Nina Link, President and CEO of the MPA (the Association of Magazine Media). 'The Affinity American Magazine Study is an important step forward in helping the magazine industry and advertisers better understand and measure the total audience for magazine media on print and digital platforms.'

Results from the latest AMS highlight that the demographic profile of print readers differs from readers of digital magazine content - digital users tend to be younger, are more likely to be male, and report higher income levels than their print-reading counterparts.

Web site: www.affinityresearch.net .