On-going Studies to Be Fielded by McPheters & Company
Press Release
January, 2007
In January 2007, THE WEEK, America’s fastest growing news and opinion magazine, will launch THE WEEK Total Transparency program, a breakthrough research initiative designed specifically to meet the current market demand for advertiser ROI and audience engagement metrics.
Conducted by the esteemed research group, McPheters & Company, this series of bi-monthly studies will provide the opportunity for every advertiser who runs a schedule in the magazine to have the effectiveness of their advertising measured among a representative sample of THE WEEK’s subscriber base. The study will also provide advertisers with up-to-date demographic data and reader engagement metrics.
Beginning with its January 26th issue, THE WEEK will go out into the field every other month, measuring up to 20 ads from the 4 most recent issues. Over the course of the year, THE WEEK will study the performance of advertising and its influence on readers’ perceptions and behavior in 24 of its 48 issues. Any advertiser who meets the minimum paging requirement (3 pages or more) will be provided an opportunity for measurement. High-frequency advertisers (6 insertions or more) will have the opportunity to include proprietary questions in these surveys, which can be used for a variety of purposes, including pre and post analysis.
According to Justin Smith, President of The Week, “The Week is a unique publication with a distinctly engaged subscriber base. With THE WEEK Total Transparency program, we are making a bold statement about the efficacy of advertising in the magazine, while providing advertisers with information that helps them better understand how their advertising works.”
Rebecca McPheters, President of McPheters & Company, says: “Advertisers are rightfully demanding increased accountability from publishers. The Week is to be applauded for recognizing and responding to this need. By making on-going tracking of ad effectiveness an integral part of their business model, The Week is forging new ground by demonstrating to its advertisers that their advertising can influence an engaged and responsive audience week in and week out.”
About THE WEEK
THE WEEK (www.theweekmagazine.com), owned by Dennis Publishing, is the fastest growing news and opinion magazine in America and was recently named the #1 most credible print or broadcast media source, according to the 2006-07 Erdos & Morgan Opinion Leader Study. Every week, THE WEEK’s editors scour hundreds of newspapers, magazines, and Web sites, seeking out the most intriguing stories and the most thoughtful commentary – left, right, and everything in between. THE WEEK’s focus is broad: U.S. and international news, the best columns from here and abroad, business, health, science, and technology, plus books, film, the arts, consumer reviews, and leisure activities.
