Starcom rolling out new magazine measurement tool

With advertising clients demanding more accountability, Starcom USA will be unveiling a new planning tool tomorrow. The new 'engagement' tool, which is based on Mediamark Research data that goes beyond the usual demos of reader's age, ethnicity and gender, will allow in-depth insights into how readers engage with editorial and advertisements. The tool examines how ads either complemented or clashed with a specific magazine's content and can be applied to individual titles and categories.