Starch to Deliver Spanish-Language Mag Tracking

GfK MRI's print ad effectiveness division Starch Advertising Research is to track consumer readership of ads that appear in US Spanish-language publications from next January.

Starch conducts personal interviews with readers of specific issues of newspapers, consumer magazines, business and professional publications. The company also measures the ability of ads to communicate brand association and the extent of reader involvement in copy reading.

The Spanish-language initiative will use Internet-based consumer surveys to measure readership of ads, as well as actions taken as a result of reading an ad.

Starch will track all national print ads 1/3 of a page and larger in the Spanish-language titles under measurement. Among the metrics it will provide are whether readers noted particular ads, read any or most of the ads, and took specific actions as a result of reading them.

'Spanish-language magazines have grown in number and readership to the point where many publishers and advertisers are seeking precise metrics showing the impact that ads in these titles generate,' states SVP, Michal Galin. 'In response to client interest, we intend to deliver these data for the major US Spanish-language titles, beginning with their January 2011 editions.'

Web sites: www.gfkmri.com and www.starchresearch.com .