Ad Biggies Embrace New Magazine Research

may 24, 2004  11:44 am
Media shops handling the two biggest print advertisers--General Motors and Procter & Gamble--have quietly signed up to use controversial new magazine audience research that will tell them not just how many people read the magazines they plan and buy, but also what their emotional connections are with the titles and their content. The research is controversial because some of the biggest magazine publishing groups are concerned that the data may destabilize the dominant market positions their publications have enjoyed on the basis of the traditional magazine industry currency, Mediamark Research Inc.'s (MRI) audience estimates.