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Following the magazine's 2001 entry into the competitive ad sales landscape, Guideposts began to actively seek out opportunities to have the magazine and its readership measured in accordance with industry standard metrics, and via cutting edge research studies. Please click below for information on specific measurements, or use the left hand navigation for sales category information:
MRI Measurement
Guideposts continues to score high in many product usage
categories and levels of reader involvement, including: being
the #1 "Favorite" magazine in our 12th MRI report
in a row, plus continuing to rank #1 in the Involvement Index
among adults and women above all 221 titles measured. To learn more about
Guideposts' extraordinary high level of reader Engagement,
click here.
Or, to view the most recent MRI data by category, click on the
links to the left: Engagement/Reader
Involvement, Demographics,
Pharmaceutical, Packaged
Goods, Automotive,
Additional Categories.
MARS Study
Guideposts was a charter participant in the 2001 MARS
survey and continues to be a top performer in the MARS
study -- amassing consistent top 20 rankings among ailments
states and OTC / DTC brands measured. Click
here to view Guideposts' performance in the most
recent MARS study.
Involvement Alliance/Ad-ReCall
Research
Guideposts is a member of the Involvement
Alliance of magazines (others include: Reader's Digest,
National Geographic, Disney's FamilyFun, Hearst's Country
Living, Golf Digest, The Family Handyman and Smithsonian)
that supports initiatives to promote the use of reader quality
measurements in advertising decision-making and the development
of ways to quantify the connection between readership engagement
and advertising effectiveness. Click
here to find out more about the importance of "Engagement"/Reader
involvement.
In 2003 the Involvement Alliance commissioned a pioneering
study from Knowledge Networks that found awareness of advertising
rises dramatically among readers who are more "involved"
with a magazine. Additionally, it identified the elements
of reader involvement measured by MRI that make the greatest
impact on advertising recall.
The study found that reading all of the four issues of a
magazine was the measure that had the greatest impact on unaided
ad recall among all of the measures tested. The second most
influential factor was spending at least 31 minutes reading
each issue. The third most important factor was citing the
magazine as "one of [my] favorites." Factored together,
these elements create a readily available measurement of reader
engagement, based on MRI, called the Involvement Index.
Most important for advertisers is that this is not a “theoretical”
finding. Involvement is one of the only factors proven to
move the needle in ad recall. This involvement-recall research
confirmed the benefit of including reader involvement as an
integral part of magazine evaluations.
Click
here to find out more about the Involvement Alliance study.
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