The Advantage study
Objectives
Many clients already measure the effectiveness of their customer magazines through a number of different research programmes and data analysis. This is very valuable and is not being questioned.
However, the APA recognised in 2003 that there was no consistent methodology across the industry. This meant that clients and publishers were unable to compare the performance of their magazines against the market. And, in the absence of a standard industry approach, it was not possible to compare the performance of customer magazines with other marketing media such as: TV, press, posters, radio, cinema and direct marketing activity.
As a result, APA commissioned Millward Brown to introduce a measurement approach to benefit publishers and their clients. This measurement approach has been called The Advantage Study.The primary research objectives are:
- To establish a means of quantifying the effect of customer magazines
- To provide an industry standard for benchmarking
- To build return on investment (ROI) evidence for the marketing community
In addition:
- To provide comparisons with the effectiveness of other media
- To provide readership and demographic data
