News Column

Time Inc. Is First Multi-Title Publisher for GfK MRI Starch Digital Service

Jul 17 2013 12:00AM



NEW YORK, NY -- (Marketwired) -- 07/17/13 -- Magazine publisher Time Inc. has signed on as the first multi-title publisher client of GfK MRI Starch Digital, the syndicated service that measures the readership and effectiveness of digital advertising in consumer magazines.

In May 2011, Starch Digital began measuring magazine readers of digital publications to build a database of ad effectiveness metrics. To date, Starch has measured consumer recall of, and response to, more than 75,450 digital ads across 2,200 issues of consumer magazines on Tablets, eReaders and in electronic reproductions, such as Zinio and Coverleaf.

Starch Digital provides key ROI metrics on a monthly basis for more than 17 magazine genres and 254 advertised product categories. Metrics include:

•The percentage of readers who "Noted" a digital advertisement •How well an ad was read ("read any" and "read most" ratings) •Actions taken as a result of reading a digital advertisement (actual purchase, intention to buy, went to website, recommended product, etc.)

"The importance of understanding advertising effectiveness across all of our platforms has never been more critical," said Caryn Klein, VP, Research & Insights at Time Inc. "With the addition of Starch Digital, we can now provide even broader insights to our advertisers about the effectiveness of their campaigns across print and tablets. This really speaks to our commitment to transparency and accountability."

"Digital magazine publishing has given advertisers exciting new ways of reaching and engaging consumers," said Julian Baim, EVP, Chief Research Officer at GfK MRI. "Starch Digital provides the means of measuring this engagement and advertising effectiveness. We're pleased to add Time Inc. to the Starch Digital roster of publisher and agency clients."

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.

When conducting its national Survey of the American Consumer®, GfK MRI interviews approximately 26,000 U.S. adults in person each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

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 EUR 1.51 billion.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

For GfK MRI Starch Digital:
Steve Ellwanger
Press Counsel Group
Email Contact

For Time Inc.:
Jane Lehman
Email Contact

Source: Marketwire

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