Press Release

GfK MRI Debuts "Audience Risk Manager" Solution For Magazines

First Industry-Wide Tool for Guaranteeing Total Readership as Opposed to Paid Circulation

New York, NY, May 14, 2012 - GfK MRI today announced the launch of its Audience Risk Manager system, the first syndicated solution enabling magazine publishers to offer performance guarantees based on a publication’s total audience, total advertising audience or actions taken audience.

“For too long, magazines have been judged on how many copies were printed and where they are distributed, not on who reads them and what they do as a result,” said Nina Link, President & CEO of the Association of Magazine Media (MPA). “It remains the job of the creative to move the reader to action, but the GfK MRI Audience Risk Manager allows magazines to leapfrog over performance metrics offered by other media by guaranteeing on audiences further down the purchase funnel. Our hope is that the Audience Risk Manager will help magazines more effectively compete with other major media for advertising campaigns.”

GfK MRI’s Audience Risk Manager is a Web-based system that uses historical GfK MRI magazine data to generate metrics showing the probability that a given advertising schedule will achieve a given audience level. It offers flexibility by allowing buyers and sellers to use historical performance data of magazine titles, magazine genres or advertised brands as the reference point when building a custom guarantee, such as:

  • Guaranteeing how many people will read given issues of a magazine.
  • Guaranteeing how many people will recall a specific ad appearing in given issues of a magazine.
  • Guaranteeing how many people will take an action as the result of seeing a specific ad in given issues of a magazine.

GfK MRI’s Audience Risk Manager has three data components: GfK MRI’s Survey of the American Consumer™, the magazine industry’s readership “currency” for magazine planning; GfK MRI’s Issue Specific Study; and Starch Advertising Research, a print ad recall study. While paid circulation remains an important measure, marketers place their advertising in magazines to reach and sell their target audience. The Audience Risk Manager makes it easier for advertisers to evaluate magazines’ performance against that of other major media—positioning magazines to more effectively compete for big multimedia ad campaigns.

Said Kathi Love, President and CEO of GfK MRI: “The Audience Risk Manager represents a major step toward fulfilling the longstanding desire of many advertisers and agencies: that magazines transition from guaranteeing a certain level of circulation to offering performance metrics closer to those used by television and other major media. The flexibility and transparency offered by the Audience Risk Manager provides a level of comfort to publishers who have been reluctant to embrace audience guarantees. With this new tool, publishers will know the probability of achieving a given guarantee, based on historical magazine performance, and can offer guarantees with a probability of success that is within their comfort zone.”

Only GfK MRI produces the granular magazine data needed to create a syndicated audience risk guarantee tool.


About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them.  Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year.  In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes.  Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population.  The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany.  GfK is one of the world's largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day.  GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers.  In 2010, GfK's sales amounted to EUR 1.29 billion.  

For further information on GfK MRI, visit our website:  And, follow us on Facebook ( and Twitter (

CONTACTS: Anne Marie Kelly, SVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204,; Steve Ellwanger, Press Counsel Group: 203-856-8303,

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