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Volume II, July 2010

Innovation at GfK MRI
GfK MRI Explores Best Way to Measure Magazine Readership Across Platforms

GfK MRI is investing in a large-scale pilot study to test the most effective way to question consumers about their magazine readership across all platforms now available. The test, which began in April, is a forerunner to potentially incorporating new interview language into the Survey of the American Consumer.

In this Q&A, Dr. Julian Baim, EVP and chief research officer at GfK MRI, shares his thoughts on this R&D project. Read more.

Creative Client
MediaCom Gets Attitude(s) From GfK MRI

Consumers connect with media in different ways. The relationship can be intellectual or recreational, thought igniting or tension reducing. Leveraging these connections by combining GfK MRI Media Attitudes with other data helps MediaCom’s Insights Group meet client campaign goals and win new business. Read more.

Behind the Numbers
Magazine Covers' Impact on Readership

Cluttered or clean, cheerful or fearful — what features make some magazine covers click with readers while others crash?

To find out, GfK MRI researchers coded the nearly 12,000 magazine editions measured to date in the Issue Specific Readership Study. Read more.

Because You Asked
What is the difference between Response Rates and Cooperation Rates?

David Shiffman

I’ve heard research companies refer to both their Response Rates and Cooperation Rates. What is the difference? There is a clear difference between response rates and cooperation rates, although they are sometimes erroneously used interchangeably. Read more.

Cover-to-Cover
Introducing the Ad Traits Database


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The July issue of Cover-to-Cover, Starch Advertisting Research's quarterly publication that delivers focused insights into print ad effectiveness, features the following:

  • Introducing the Ad Traits Database; Starch to Offer Insight on Elements that Drive Print Ad Readership
  • The Effect of Scandal: A Look at Toyota
  • Top 5 Ads Based on Ad Traits

Read more.

Highlight on GfK
GloboBus Provides Brand Insights Here, There And Everywhere

chart Need to know what women in France think of your latest innovation or how your image is holding up with men in Latin America? What about identifying the best market for your product in Asia? Read more.

New and Noteworthy
Serving It Up At New York City Food Bank

GfK MRI staff volunteered at the Hunts Point Cooperative Market for the New York City Food Bank in June.
Read more.