mpa reporting:
The MPA, working with a coalition of senior magazine executives from
throughout the industry, has developed a common set of definitions, a
consistent position on timing for data release, and guidelines around
tablet metrics, it was announced today by Nina Link, President and CEO,
MPA, the Association of Magazine Media. These voluntary guidelines are
intended to provide enhanced understanding and clarity about the
measurement of magazine media audiences on tablets for the advertising
community.
“The tablet guidelines have been created to recognize
the need within the advertising community for greater insight and
understanding into how to best leverage this powerful new platform,”
said Link. “Tablets are one of the fastest-growing consumer electronic
devices in history. They are ideally suited to leverage the incredible
strengths of magazine media content. Tablets create a highly immersive
experience for readers; a dynamic, new environment for advertisers to
connect with magazine audiences; and almost unlimited opportunity for
our brands.”
The recommended guidelines are the first
deliverables developed by the MPA Tablet Metrics Task Force, a group of
magazine executives charged with the creation of guidelines and metrics
for tablets. The group has been meeting since the last quarter of 2011.
The Task Force consists of representatives from seven magazine media
publishers: Bonnier Corporation, Condé Nast, Forbes, Hearst Magazines,
Martha Stewart Living Omnimedia, Meredith Corporation and Time Inc.
Seven advertising agencies were consulted about the guidelines as well
as the MPA Executive Committee.
http://www.magazine.org/association/press/mpa_press_releases/tablet-metrix.aspx
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