Pay for attention, not impressions

Britta C. Ware

With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising.

Pay For Attention, Not For Impressions

How to measure magazine involvement with existing tools

Britta C. WareReader's Digest Association

Introduction

The new 'Involvement Index' is a simple tool to help determine a magazine's true advertising value its ability to deliver a rapt, involved audience and go beyond commoditized audience figures. Working with New Age Media Systems in New York, Reader's Digest developed a magazine involvement index by weighting three qualitative Mediamark Research (MRI) measures average time spent, loyalty (4/4) and preference ('one of my favorites') equally for each magazine. Each magazine's involvement score is compared to...

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