Analysis & Opinion

A new success metric for magazines

November 28, 2011 MullenLowe

In an effort to fight for their share of ad spend, one of the world’s biggest publishers of consumer magazines, Meredith Corp., is working with Nielsen to provide a new ROI program called Meredith Engagement Dividend. The goal of this partnership is to demonstrate magazines’ contribution and accountability by linking print advertising directly to product sales. Meredith Engagement Dividend accesses data from Nielsen’s Homescan, a panel comprised of 100,000 individuals who agree to allow Nielsen to track their product purchases. Interestingly, the research shows not only a lift in sales but that participating brands acquired new consumers with as much as two-thirds of sales attributed to this segment.

As of Tuesday, Meredith Corp. unveiled the first major advertising client for its Engagement Dividend program. Consumer packaged goods industry leader Kimberly-Clark has signed up to take advantage of this opportunity as Meredith’s “premier advertising partner.”  This partnership will begin early next year.

As advertisers, we recognize the need for proof of performance among our brands. This program could signal a game-changing approach to print advertising, as it brings to an end the days when print was measured solely on soft metrics and puts it more in line with digital measurement.