GfK MRI Rolls Out 'Audience Risk' Solution

GfK MRI has launched a syndicated solution called the 'Audience Risk Manager', to enable US magazine publishers to offer performance guarantees based on a publication's total readership as opposed to its paid circulation.

The firm's new web-based system uses historical magazine data to generate metrics showing the probability that a given ad schedule will achieve a given audience level. Buyers and sellers can reference data by magazine titles, genres or advertised brands, and use it to build guarantees for how many people will read specific magazine issues, or how many people will recall a specific ad appearing in a particular issue of a magazine.

Nina Link, President & CEO of the Association of Magazine Media (MPA), comments: 'For too long, magazines have been judged on how many copies were printed and where they are distributed, not on who reads them and what they do as a result. The GfK MRI Audience Risk Manager allows magazines to leapfrog over performance metrics offered by other media by guaranteeing on audiences further down the purchase funnel.'

The service is built on three data components: GfK MRI's Survey of the American Consumer; its Issue Specific Study, and the Start Advertising Research print ad recall study.

Kathi Love, President and CEO of GfK MRI (previously Mediamark), says that the new system makes it easier for advertisers to evaluate magazines' performance against that of other major media.

Web site: www.gfkmri.com .