The industry's leading consumer trade group,
the Association of Magazine Media, on Monday will launch a new monthly
audience-measurement tool—a dashboard that tracks consumption of
magazine content across a range of categories. There are separate
metrics for print and digital editions, the mobile Web and online video,
for example, as well as a total audience reach calculation.
The information will be available to the public on the trade group's website.
"It redefines the state of magazine media because you can't sell what you can't measure," said
Mary Berner,
chief executive of the trade group. A separate tool that tracks social-media usage is expected to launch in October.
Magazine publishers can collectively
point to some positive trends, data from the new audience-measurement
tool show. Despite the gloom surrounding the decline of the print
business, the total U.S. audience for magazine content including digital
consumption increased 10% to 1.48 billion users in August compared with
the same period last year. Driving the gains were mobile Web usage,
which nearly doubled in a year, and video consumption, up 53%.
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