Recognizing Reader Engagement

I always look for "Adweek'"s Hot List of Magazines, but the March 14 lead really caught my attention. After all these years of wanting to measure reader engagement -- i.e, getting beyond PIB ad pages and total audience -- and wishing for a magazine-to-magazine ranking, I see that Monroe Mendelsohn Research has delivered a Readership Satisfaction Survey that "Adweek" now uses to evaluate reader involvement.

Ths ground-breaking addition was actually in development when MPA released its involvement study a year ago. That study was very worthwhile, but you could not do magazine-to-magazine comparisons. MMR's Annual Survey, under the leadership of Bob Shullman, tracks 239 consumer magazines.

Stay tuned.

Hershel Sarbin is the publisher of CHIEF MARKETER.