Because You Asked
Why Are Audience Estimates For Individual Issues Of Magazines, As Opposed To Average Issue Audience Estimates, Vital To Print Ad Ratings?

We’ve been asked this question a lot lately, since AdMeasure is derived from combining MRI Starch and our Issue Specific Readership Study. The answer is pretty straightforward: spikes happen and so do dips. Specific issues of magazines often attract readers beyond, or below, that title’s average issue audience and not taking that into account can result in misleading ad audience estimates. Read more.

Creative Client
MediaVest and MRI Market Solutions Team Up To Leverage Consumer Insights

How well do you know your core customer? Is “a 35-49 year old C-county female with 1.8 kids and a HHI of $75K+” everything you need to know? Maybe. But bringing the statistical attributes of consumers to life can you tell much more about what makes them tick—and how your brand fits into their lives. Read more.

Product Portfolio
MRI/LOHAS Data Integration Shines Light On Green Consumers

“Going green” is going mainstream. Increasing numbers of consumers go “green” when making buying decisions, believing that their choices can impact environmental and social values. To guide media and creative strategies when targeting environmentally-conscious consumers, MRI & the Natural Marketing Institute (NMI) have integrated NMI’s “LOHAS” consumer segments with the Survey of the American Consumer. Read more.

MRI University
Insights Shared At Worldwide Readership Symposium

MRI researchers participated in eight presentations of white papers at the 2009 Worldwide Readership Symposium, three of which won awards/recognition and are noted below. Read more.

Behind The Numbers
Calling All Kids ... With Cell Phones

It’s the end of the school day. Both dismissal bells and cell phones ring and buzz as kids carrying cells call and text. Twenty percent of six to eleven year olds have their own cell phone, according to MRI’s American Kids Study. Cell adoption among children is fast-paced; ownership has grown 67% in the past five years, and more than 12% of parents say they intend to buy their children a cell phone within the next 12 months. Read more.

New and Noteworthy
Marketing Mix Modeling — MRI Levels Playing Field For Print

Sixty to seventy percent of advertisers use marketing mix models to allocate their media budgets, according to a 2008 ANA Accountability Study. A new MRI syndicated online product will strengthen these models by leveling the playing field for magazines vis-à-vis other media. Read more.

MRI and Geoscape Partner To Provide Hispanic Consumer Intelligence

Clients targeting Hispanic consumers can now tailor creative and media plans based on consumers’ degree of acculturation. Read more.