Three Partner for Print Ad Impact Tracking

In the US, publishing giant Forbes has partnered with MediaVest and comScore to launch what it describes as 'first of its kind' research to measure print advertising effectiveness using digital tracking methodology.

Together the partners will measure the direct impact specific ads within Forbes magazine have on driving traffic and engagement to advertisers' web sites, as well as the impact on branded search activity.

Forbes is working with MediaVest to select advertiser partners to be the focus of the study, and is using comScore's AdEffx print effectiveness technology to determine results.

The companies will develop a custom survey for a random sample of Forbes magazine subscribers who opt in to participate. comScore will compile results which will become Forbes' property for further study and print analysis.

comScore EVP Erin Hunter says that with so many different media touch points now available for the average consumer, it is imperative that advertisers understand how exposure in one medium affects behavior in another.

'This research represents a breakthrough in understanding how print advertising drives digital behavior,' states Hunter. 'comScore AdEffx is delighted to give innovative clients like Forbes the ability to help advertisers optimize campaigns in a cross-media environment.'

Web sites: www.forbes.com , www.smvgroup.com and www.comscore.com .