MRI Helps Magazines Get into the Mix

GfK subsidiary Mediamark Research & Intelligence (MRI) is beta testing a new syndicated product that uses magazine sales and marketing data to determine the impact of media allocation and promotional tactics on sales.

Earlier this year, MRI commissioned brand and media metrics consultancy Sequent Partners to help identify the reason why magazines have 'traditionally been poorly represented in marketing mix models'.

Sequent Partners found that marketing mix models cannot fully measure the ROI of advertising without accurate weekly market-level audience data.

Founding Partner Jim Spaeth comments: 'Through its Audience Accumulation Study, Issue Specific Readership Study and Market-by-Market Study, MRI now has the data modelers need to more accurately estimate magazines' value to advertisers.'

MRI President and CEO Kathi Love says that the new deliverable will give modelers data which is easy to input into proprietary systems.

The as-yet-unnamed software is expected to be out of beta and into the marketplace in the first quarter of 2010.

Web site: www.mediamark.com .