NEWS17 August 2010

Affinity and Starcom USA launch digital magazine survey

North America

US— Syndicated media research agency Affinity has partnered with Starcom USA to study the use of digital readers in magazine consumption.

The new syndicated AMS e-Readership Study will cover magazine readership via iPads, websites, social networks, e-readers, tablets, PCs, smartphones and other mobile devices.

Once results have been collected they will be combined with the results of Affinity’s American Magazine Study, which reports the reach of traditional printed magazines.

Affinity said that the web-based AMS e-Readership Study’s methodology has been designed by “world renowned marketing scientist” Gilles Santini and that it will include rankings of the magazine brands that users think are the leaders in digital content delivery.

The survey will also identify how readers engage and interact with adverts in digital magazines.

Brenda White, SVP and publishing activation director at Starcom USA, said: “Affinity’s AMS e-Readership Survey provides another layer of accountability that will enable Starcom to plan and buy cross-platform campaigns that are crucial to our clients’ success, and develop a multifaceted understanding of people’s experiences with digital magazine campaigns.”

The first wave of results will be released next year, Affinity said. Rival magazine researcher Mediamark announced its own study of how consumers read digital magazines earlier this year, with a view to seeing whether changes need to be made to its Survey of the American Consumer to reflect new reading habits.