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MRI Starch Readies for Syndicated Service
In the US, print ad effectiveness research firm MRI Starch is planning to launch a syndicated ad measurement service which will triple the number of magazine issues it measures in 2009.
The new MRI Starch Syndicated online data delivery system, to be launched officially in the spring, will measure ads in 646 issues across 113 titles, compared with the 214 issues/79 magazine titles which the firm previously analyzed. All national ads one-third of a page or larger will be measured for each magazine.
'All our planned initiatives will help advertisers and magazine publishers more accurately and effectively measure the contribution print advertising makes to a marketing communications program,' said SVP of Research, Dr Mickey Galin. 'MRI Starch Syndicated is a first step to provide the marketplace with a wide view of ad readership across multiple titles and issues.'
GfK-owned media and consumer firm Mediamark Research & Intelligence (MRI) acquired sister agency Starch Communications (now MRI Starch) last August.
Web site: www.mediamark.com .
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