NEW YORK--(EON: Enhanced Online News)--The Alliance for Audited Media and audience research firm GfK MRI have announced a marketing relationship that will allow publishers to include readership data on AAM reports and in its cross-media database, the Media Intelligence Center.
“Bringing GfK MRI onto AAM’s much-read platforms will enhance the accessibility and value of our data for clients”
Magazines and newspapers will be able to report top-line metrics from GfK MRI’s Pocket Piece, which includes:
- Average issue audience
- Net print/digital audience
- Demographic information such as median age and income on AAM’s reports
The Pocket Piece draws on data from GfK MRI’s Survey of the American Consumer, an ongoing study of approximately 25,000 adults (ages 18 and above) annually. Buyers will be able to access these stats via AAM’s Media Intelligence Center. GfK MRI audience data may be reported alongside circulation and digital engagement metrics on AAM’s reports, including the cross-media Consolidated Media Report. Magazines may also report audience data alongside their print and digital circulation in Rapid Report.
“We are pleased to announce this relationship,” said Mark Wachowicz, AAM’s senior vice president, marketing and sales. “Many AAM members use GfK MRI to conduct audience studies. With hundreds of shared clients, we will both be able to provide better services to those publishers and the advertisers who use that data.”
“Bringing GfK MRI onto AAM’s much-read platforms will enhance the accessibility and value of our data for clients,” said Jeanine Taylor, vice president of Data Partnerships for GfK MRI. “Together, we are helping to create a more informed marketplace, which will lead to smarter advertising and planning decisions. In addition, this relationship helps advertisers understand and appreciate the continuing value of print media.”
The first CMR reports with GfK MRI data will be released this fall. USA TODAY, which uses GfK MRI data to measure its readership, will include audience data on its upcoming Consolidated Media Report.
AAM and GfK MRI anticipate working together on additional projects to provide magazines and their media buyers with the most relevant, actionable data available. AAM is working on the next phase of the Media Intelligence Center, which will incorporate a dashboard for intuitive, custom analysis of print, digital and audience metrics.
AAM and GfK MRI are also co-sponsoring the 2013 American Magazine Media Conference on Oct. 22-23 in New York. AMC attendees are encouraged to connect with AAM and GfK MRI staff to learn more via the conference’s Vivastream social media platform.
About the Alliance for Audited Media
The Alliance for Audited Media (AAM) is a not-for-profit organization that connects North America's leading media companies, advertisers and ad agencies. Founded in 1914 as the Audit Bureau of Circulations, the AAM is a preeminent source of cross-media verification and information services, providing standards, audit services and data critical to the advertising industry. The organization independently verifies print and digital circulation, mobile apps, tablet and website analytics, social media, technology platforms and audience information for newspapers, magazines and digital media companies in the U.S. and Canada. In 2012, the AAM joined forces with Certified Audit of Circulations. To learn more about the Alliance for Audited Media, visit the AAM website.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers—who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.
For further information on GfK MRI, visit our website: www.gfkmri.com.