TITLE

Reader study to plug 35-year gap

AUTHOR(S)
Kerwin, Ann Marie
PUB. DATE
December 1999
SOURCE
Advertising Age;12/20/1999, Vol. 70 Issue 52, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the support of the advertising industry to a study by Mediamark Research Inc. (MRI) that measures when a magazine's audience is most likely to read a current issue. Conde Nast Publications, despite past criticism of the research company, has become the first publishing house to endorse the project of MRI, familiar to media buyers and media companies as an audience accumulation study. Conde Nast is one of several companies that have pledged to buy the research when the first wave is compiled.
ACCESSION #
2609610

 

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