Conde Nast, Hearst and Time Inc are all on board
For a long time now, magazines relied on what is now seen as an outdated system to measure circulation and audience reach. But it never really counted everyone which means a magazine’s actual audience reach was never really known. Advertisers were basically buying against a round about number and they were fine with that. But now, a new system promises to report more accurate numbers across all platforms.
The M.P.A.’s new metric, Magazine Media 360°, measures total audience
for 147 magazine brands’ print products, iPad editions, websites and
videos. The monthly brand audience report aggregates data from
third-party providers, supplied by publishers and double-checked by the
M.P.A.: print and digital editions sold, according to GfK MRI or Ipsos;
desktop and mobile monthly unique visitors, and video viewers, according
to NielsenOnline or comScore.
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