PDRF monthly round-up – September 2014
Yesterday the Association of Magazine Media in the US announced it was launching the Magazine Media 360 report. This reports aims to give an overview of multi-platform demand for 147 different magazine brands, by compiling and adding measurement statistics for monthly print and digital edition audiences, pc and laptop website unique visitors, mobile web unique visitors and video unique views.
The report hopes to highlight the success stories in US magazines extending reach, such as mobile Web usage which has almost doubled in a year.
The overview data are compiled from third party suppliers including Gfk MRI, Ipsos, comScore, Nielsen Online. From October social media data will also be provided by SocialFlow to include Facebook Likes, and followers from Pinterest, Google+, Instagram and Twitter.
It is important to note that the while the metrics provided are de-duplicated within platform, they are not de-duplicated across platforms. As the Wall Street Journal notes: “Readers or viewers are likely to be counted multiple times depending on how they access the content any given month”. Nevertheless, this new report is seen as an important development in providing magazines with positive metrics and tracking the extending contact with magazine brand content.
For further information please see the MPA website http://www.magazine.org/magazine-media-360 or http://www.nytimes.com/2014/09/29/business/media/magazines-get-a-way-to-measure-their-reach-across-media-platforms.html?_r=1
In the UK, the National Readership Survey (NRS) has published the first estimates of mobile audiences for 19 publisher brands, 10 magazine brands and 9 newsbrands, with more to follow. The brands concerned saw a typical uplift of +27% in reach relative to their existing print and pc audiences, after de-duplication between platforms. Much more information is available on the NRS website, including some background on the methodology http://www.nrs.co.uk/
The NRS estimates are based on comScore data for mobile, and have been positioned as beta data, in part because comScore has announced they will be changing the way mobile is measured in the UK in 2015. http://www.research-live.com/news/comscore-announces-mobile-measurement-change/4012287.article
Still in the UK, the review of future audience measurement requirements, prompted by the newspapers serving notice on the NRS in July, is now well underway. http://www.research-live.com/news/people/glanvill-to-oversee-newspaper-audience-measurement-review/4012159.article
In the Netherlands, the publication of the ‘Opportunity to See Advertising’ data is imminent – to be released on October 13. In the meantime, here’s a link to Irena Petric and Alke Bassler’s paper describing the project, and what the data add to the standard measurement of publisher audiences https://www.asiarchive.com/wp-content/uploads/2013/11/31PetricBassler.pdf
In the meantime plans for the next PDRF conference in London on 17-20 October are well underway – the Call for Synopses will be coming out in early 2015.
If you have any audience measurement news you would like to see included in this report, please let me know katherine@katherinepage.co.uk. There will be a round-up at the end of each month.