NEWS17 December 2010

Shortlist Media launches ad effectiveness panel


UK— Shortlist Media, publisher of the free magazines Shortlist and Stylist, has set up a panel to measure the effectiveness of its ads.

Mark Jefford, advertising marketing manager at Shortlist Media, told Research the firm will offer effectiveness measurement as an ‘add-on’ service for its advertisers.

Over the past couple of months the firm has recruited a panel including more than 1,000 Shortlist readers and 1,600 Stylist readers. The panel is being run by Swedish media researcher RAM.

The standard survey offering looks at ad recall and brand favourability, benchmarked against other surveys conducted by RAM for publications across Europe and the US. Advertisers can add extra questions at no charge, and there are opportunities for them to use the panel for brand research and pre-testing prior to running an ad. The firm plans to start using the panel for editorial research in the new year.

Jefford, who joined Shortlist Media in April, was previously part of the team that introduced a similar panel, also run by RAM, at Guardian News & Media in 2009.