Affinity and MRI Increasingly at Odds

A rivalry between research firms Affinity and Mediamark Research & Intelligence is heating up as their competition for magazine measurement clients intensifies.
 
Affinity recently introduced the American Magazine Study (AMS) to rival MRI’s Survey of the American Consumer, which has long been considered the gold standard of magazine audience research.
 
Affinity’s study estimated magazine readers’ median income at about $50,000, about $10,000 lower than MRI’s own estimate. Soon after Affinity’s study came out, MRI fired off a letter to clients defending its own survey methodology.