WORLDWIDE MULTI MEDIA MEASUREMENT
Bringing magazine measurement into the 21st Century
Daniëlle SiegersPatrick Hermie
Peter Masson
Abstract
When an advertiser looks at an ‘X’ on a certain day in the media flighting plan it would be a reasonable expectancy that this would be the point in time that the selected vehicle delivered its audience. Certainly this is the case for TV, radio and the Internet but absolutely not so for magazines which may take weeks or even months to finally accumulate their traditionally reported ‘average issue’ reach. The absence of the time element in the magazine measurement has for decades given a totally misleading impression of magazines as a reach medium whereas they are in fact a frequency medium with multiple reading events spread over time from both initial and pass along readers.
The paper will report on two years of experience with the Belgium Magazine Association’s ‘WAR’ (Weekly Advertising Reach) event based reading data and how the perceptions of agency planners have changed about the role of magazines (in the media mix) and resulted in a large scale test by the CIM (JIC for Belgium) to incorporate these time related measures within the National Readership Survey whilst retaining the Recent Reading ‘currency’ measurement. The technical aspects and results of this test will be covered in the paper.
danielle siegers
Patrick Hermie
Patrick Hermie has been working as marketing director at a series of publishing companies in Belgium for the last 20 years. Since January 2008 Patrick has started his own consultancy business, MEDIAH bvba, specialising in media marketing and research.
Patrick is co-author of a series of media research papers. The paper ‘Magazines Deserve Time – The Sequel’ on magazine audience accumulation over time, was presented at the ARF week of workshops in 2001 in New York. He is also co-author of the book ‘Stop/watch – everything on the impact of advertisements in magazines’, published in January 2005. The paper: ‘The WAR project. A small step up the ARF Media Research ladder, a giant step forward in magazine planning’ was presented at the Worldwide Readership Research Symposium in Prague in October 2005. A presentation of the WAR project was also given at the EMRO conference in Tallinn in May 2006 and at the ASI European Effective Communications Conference in Prague in June 2006. In 2007, Patrick was co-author of the paper ‘Real cross media planning for television and magazines’ that was presented at the Vienna Worldwide Readership Research Symposium.
Peter Masson
‘After graduating (Economics and Psychology) Peter Masson spent the first 10 years of his career in major London advertising agencies in media planning and research.
He has spent a large part of his subsequent career in trying to improve the research and planning tools available to media planners including the development of the SESAME Cross-Media planning software and new data integration and modelling approaches to the creation of cross-media event based databases’.
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