US Magazine Study Goes Quarterly

In the US, readership specialist Affinity is moving its American Magazine Study to a quarterly basis from twice-yearly. The survey combines measurement of print and digital magazine audiences.

The new schedule begins with the Spring 2012 wave of the Study.

The syndicated service surveys more than 60,000 consumers annually and includes readership from print, magazine web sites, social media networks and mobile apps. An agreement with comScore allows Affinity to incorporates 'census' tags of respondents and thereby measure their actual visits to magazine sites in real-time.

AMS says more than 184 million American adults read magazine-branded content in print or electronic form every month, with 81m visiting web sites, 33m using mobile devices and more than 27million consumers reading via social media sites.

COO Tony Incalcatera comments: 'As magazines continue to leverage technology to bring new digital products to market, the research models of the past are not fast enough to keep pace. The increased frequency of AMS reporting will help our clients to better monitor the evolving magazine marketplace and the changing dynamics of consumers' print and digital readership.'

Affinity's other products include ProofReader, for campaign pre-testing; the VISTA Service, measuring the in-market effectiveness of print and digital magazine ads; and MagPlan, billed as the industry's first accountability-driven magazine optimizer. The company is online at www.affinityresearch.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.