Starch Research to measure print ad effectiveness

The new GfK MRI StarchMetrix tracks reader actions taken after viewing an ad. Fifteen Canadian mags are on board.

Starch Readership Services Limited in partnership with information and consultancy group Gfk MRI has launched the GfK MRI StarchMetrix, a measurement service which provides weekly reports for advertisements appearing in Canadian consumer magazines.

Reports from the GfK MRI StarchMetrix are unique, says Brian Hickey, president, Starch Research Services Limited, because of the information they provide to agencies.

‘Traditionally Starch has measured whether an advertisement is read or noted,’ he says. ‘This goes beyond that into other things the CMO or CFO is interested in. It looks at brand disposition and actions taken as a result of reading an advertisement. For instance, an automotive dealer could look at whether or not an advertisement is driving traffic to its website or showroom. These reports and their timeliness will help print publishers get equal footing with other media.’

All told, 18 reporting options will be available in the GfK MRI StarchMetrix reports, says Hickey.

Data on 15 Canadian magazines is currently available, including Toronto Life, ELLE Canada and Best Health. Additional titles will be added as requested by publishers, advertisers and agencies, says Hickey.

Current agency subscribers to the service include MediaCom and Mindshare.

The new service provides information which gives clients peace of mind on print investments, said Jake Norman, managing director business planning, Mindshare Canada in a release. ‘As well as quantifying the return on past investment it will allow us to set benchmarks and optimize Mindshare clients’ future investment in print even further than we already do.’

GfK MRI StarchMetrix surveys online panels of magazine readers to collect print ad readership and investment data. Between 40,000 and 50,000 interviews with readers of Canadian magazines will be completed annually.