MRI Starch Boosts Magazine Coverage

NEW YORK Responding to advertisers and publishers’ calls for more proof of performance data about print, MRI Starch, a service that measures effectiveness of print ads in magazines, said it would more than triple the number of titles it follows in 2009.

Last year, MRI Starch measured ads in 214 specific issues of magazines across 79 titles. In 2009, it plans to measure ads in 646 issues across 113 titles.

The increase moves the firm closer to developing a syndicated ad measurement database, the company said.

MRI Starch is a division of Mediamark Research & Intelligence, whose twice-annual survey of magazine readership has long been the chief currency for media buyers. However, the industry and its advertisers have been clamoring for more timely audience and ad-effectiveness measurement data.

Competitor Affinity has also taken steps to respond to the industry’s demand for more information. This year, Affinity’s print rating service Vista plans to measure at least 800 magazine issues, up from 600 in 2008.