NEWS27 October 2011

American Magazine Survey shifts to quarterly reporting

North America

US— Affinity is to begin reporting total brand audience estimates for its American Magazine Study on a quarterly basis as opposed to the current twice-yearly reporting period.

The firm said that it was making the change from early 2012 in response to requests from advertising agencies.

Tony Incalcatera, Affinity’s chief operating officer, said: “As magazines continue to leverage technology to bring new digital products to the market, the research models of the past are not fast enough to keep pace. The increased frequency of AMS reporting will help our clients to better monitor the evolving magazine marketplace and the changing dynamics of consumers’ print and digital readership.”

The Affinity survey quizzes 60,000 consumers annually to report on the reach of print and digital magazines and associated digital platforms.