MPA: We're About More Than Pages
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Stuck in a nearly decade-long decline in print advertising, magazines are adopting a new way of measuring themselves that casts aside the longtime practice of tracking ad pages. On Sept. 29, the MPA – the Association of Magazine Media, a trade group representing most publishers, will introduce Magazine Media 360, which combines magazines’ print and tablet audience, unique visitors to their web and mobile sites and unique video views. It intends to publish this number monthly, along with a Social Media Report tracking magazines’ social-media presence.
“We’re simply telling a story of consumer demand,” said Mary Berner, president-CEO of MPA. “It’s stunning how it redefines magazine media.”
The move marks a significant change for an industry that’s trying to shift the conversation away from its weaknesses.
