Researching print readers

Rebecca McPheters reviews how proprietary and industry initiatives are revitalising magazine research

Rebecca McPheters

In the US, magazine research is once again a hot topic but this time the news is largely positive. For years much of the 'buzz' in the magazine community was over the much-maligned results of syndicated audience measurement or infighting over methodological issues.

Unfortunately, research has most often been a tool that publishers used to sell against other publishers. At least in part as a consequence, magazines' share of advertisers' dollars has eroded as magazines and magazine research have became increasingly marginalised.

Now...