How More Precise Magazine Inputs Can Improve Media Mix Modeling: The Impact of More Balanced Metrics on ROI
James Collins
Mediamark Research & Intelligence
David Dixon
Ninah Consulting
Wayne Eadie
Magazine Publishers of America
Mark Reggimenti
BrandScience
David Shiffman
MediaVest WorldWide
Julia Soukhareva
Ninah Consulting
Judy Vogel
PHD
Britta Ware
Meredith Corporation
Editor’s Note: The work that appears on the following pages summarizes two papers (see sources): “Magazines & Media Mix Models: Prescription for Success” and “Better Representing Magazine Effects in Marketing Mix Modeling” presented at the October 2009 Worldwide Readership Research Symposium...