Mediamark Research & Intelligence will acquire Starch Communications, which provides research on the effectiveness of print advertising. Starch claims it owns the world’s largest print ad database, including 10,000 magazine issues measured, more than 500,000 advertisements and more than 1 million respondents. MRI plans to use Starch’s research to expand its Issue Specific Readership Study to possibly include commercial ad ratings for magazines. The Issue Specific Readership Study “estimates audience levels for individual issues of magazine titles so marketers can measure the reach of a specific magazine ad campaign against specific targets,” MRI said.
July 23, 2008