Researching print readers
Rebecca McPheters reviews how proprietary and industry initiatives are revitalising magazine research
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 the focus appears to have shifted to how research can help the magazine industry deal with its most important business issues. Not surprisingly, this has served to move research back towards the mainstream of the publishing industry. The change is good for the businesses of magazine publishing, media research and advertisers.