New real-time tool offers 'mapp' to mag data

New real-time tool offers 'mapp' to mag data

Estimated weekly performance data for current magazine issues are now available to media agencies and clients within 14 days of the title hitting the stand.

The new data is available through the map (Magazine Audience Performance Predictor) analysis tool from the Magazine Publishers of Australia (MPA).

The tool predicts current issue performance using early sales estimates and readership trend data.

“The new metrics from mapp are designed to enhance the performance of media agency marketing mix models by providing more accurate, granular inputs for use in modelling, in line with the type of data used for other media such as TV and online,” the release said.

“Current models are restricted by the type of audience data available for magazines which is typically historical, smoothed averages of readership spanning a 12-month period.”

The mapp tool is available online, offering real-time performance estimates and granular historical weekly data.

MPA said the tool is not intended to replace the existing industry survey data but to supplement it.

Chairman of the MPA – whose members include Bauer Media, Pacific Magazines and News Life Media – Matthew Stanton said the mapp tool is in response to agency and client requests for more transparency, timeliness and granularity.

“Recent studies overseas indicate that magazine ROI is understated by up to 19%1 under current media mix modelling, compared to when more granular inputs such as those used in mapp are applied,” Stanton, the chief executive of Bauer Media, added.

“In conjunction with our BAM (Buyer’s Action Measure) tool, mapp demonstrates clear accountability and tangible proof of performance of the benefits of magazine advertising.”

Mapp and its website were developed with data analytics company Quantium.

The release of mapp comes after the latest round of ABCs, new Roy Morgan readership figures and new Emma data.

Please login with linkedin to comment

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]