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Study to Compare Digital and Print Audiences
US magazine audience specialist Mediamark Research Inc, (MRI) and Zinio Systems, a provider of digital publishing and marketing services, are to collaborate on a five-year project aimed at understanding the value of digital magazine audiences.
The companies will compare digital magazine readers with print readers, beginning in US markets, to provide data for advertisers. Zinio estimates that it has access to 95% of consumer digital magazine circulation.
MRI Interactive Research VP Paul Gold says this is the first independent study of digital magazine readership. 'By partnering with the market leader in digital magazine solutions,' he says, 'we hope to gain greater understanding of the digital reading experience and the value of digital readers'. Dave Zinman, Senior VP of Marketing for Zinio, says 'publishers and advertisers need to define and understand the relationship digital readers have with their magazines'.
Zinio provides digital publishing and marketing services to publishers including Ziff Davis, VNU, Time Inc, McGraw-Hill and Hachette Filipacchi. It has offices in San Francisco, New York and London, and is online at www.zinio.com
MRI interviews 26,000 US adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes. The company's web site is at www.mediamark.com.
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