APA Plans Measurement System For Customer Magazines
The Association of Publishing Agencies has announced an initiative to launch a recognised system for the measurement of customer magazines in an attempt to capitalise on the success of titles which are not audited by the National Readership Survey.
The APA, which is conducting the research in association with Millward Brown, states that customer magazines are valuable marketing tools, achieving several objectives including customer loyalty, increased sales and improved brand perceptions.
The organisation’s member agencies already undertake research on behalf of their clients, but there is currently no consistent research methodology across the industry, making comparisons between customer magazines and other marketing media impossible.
Explaining the theory behind the unified measurement system, Brian Jacob, executive vice president of Millward Brown’s global media evaluation unit, said: “The study will use a test and control approach to isolate the effect of customer magazines from other elements of the marketing mix. By carefully structuring the samples we can be confident that we are measuring the impact of this medium on brand health and customer relationships.”
APA members have so far nominated 56 titles to be audited by the new scheme, making it the most comprehensive research ever undertaken into customer magazines. Julia Hutchison, director of the APA welcomed the efforts being made to clarify the sector’s importance.
She said: “I am delighted that our members have shown such support of this research programme. They have joined together with the aim of increasing awareness and understanding of the medium. This study will illustrate the contribution that customer magazines can clearly make to a marketing programme.”
Fieldwork on the new project will commence next week, with the results being published in the autumn to provide return on investment evidence for the marketing community. The APA also hopes to attract further investment by marketing agencies through the increased accountability provided by the study.
Earlier this year the NRS received praise from media research professionals believing that a new readership accumulation study will provide greater accountability for press campaign planning. A poll from the Media Research Group showed that 86% of its members were in support of the launch of the data, which shows the length of time taken by newspaper and magazine titles to accumulate readers (see Media Researchers Welcome NRS Accumulation Figures).
APA: 020 7404 4166 www.apa.co.uk
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