Issue specific audience: perspectives on application

Historically, magazine circulation along with average issue audience has been used as the currency for planning and buying in
advertising. Advertisers, agencies and publishers have been continuously challenged with how to provide more accountability,
greater transparency and at the same time, data in a more timely fashion for the print medium. At the same time publishers are
anxious for new information regarding how consumers use their products, and both publishers and agencies are continuously
seeking new tools for demonstrating the value of magazines.
The MRI Issue Specific Audience Study was borne primarily from this client-expressed need for more frequent release of
magazine audience data and accountability.

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