Conflict solved, M2 fires ahead

Wilson, Steve
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, ps14
Trade Publication
This article reports that M2 Magazine Metrics is expected to be launched in the U.S. in fall 1999. A joint venture of Audits & Surveys Worldwide (ASW) and WPP Group's Kantar, M2 would study magazines it covers, including smaller publications with circulations below 100,000. The study was first postponed when the Senate set aside tobacco advertising legislation. The tobacco industry supported M2 as a way to determine what magazines teens actually read. M2 was further delayed when ASW was purchased by United Information Group. The study would be conducted in a series of niche surveys in areas such as computers and pharmaceuticals.


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