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...