Audience size and cost per thousand

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A profile of the national CRMA audience
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A profile of the national CRMA audience
How big How good How important How effi
cient
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A quick review
What is an MRI audience prototype?
How is it used?
Why is it important?
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MRI audience measurement
A count and description of everyone who reads a
magazine, e.g., the total audience of the
magazine including pass-along and out of home
readers. Used by agencies to develop magazine
plans for virtually all national brands.
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MRI subscriber study
A description only of the one individual who
subscribes to a magazine.
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MRI audience prototype
A description of the size and characteristics of
the total audience of a magazine not directly
measured by MRI syndicated research. Created to
enable agencies to include unmeasured magazines
in the planning process.
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The new CRMA MRI audience prototype
How developed! What it looks like!
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How developed?
UMPIRE (Unmeasured Magazine Profile System)
A widely accepted computer program designed t
o calculate the best match b
etween an unmeasured title and the profile
of all MRI measured magazines. Developed
by Roger Baron of Foote, Cone
Belding. Incorporates the findings of the m
ost recent MRI study of CRMA subscribers.
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What it looks like!
50 Conde Nast Traveler/ 50 Architectural D
igest
5.25 Readers per copy
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Audience size and cost per thousand
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Basic demographics
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Basic demographics
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Home Ownership
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Consumer characteristics high ticket items
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Consumer characteristics Travel
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Consumer characteristics Travel
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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Consumer characteristics Financial/Liquor
Created as 1/2 Conde Nast Traveler and 1/2
Architectural Digest. Based on circulation of
3,459,900 and 4-C cost of 395,615 Source MRI
2002 Doublebase
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The nations most affluent publications
Median HHI 103,672 99,047 93,953 91,901 9
0,292 89,497 88,544 88,071 87,308 87,132 86
,210
84,743 83,785 83,722 83,555 81,677
Hemispheres (United) Wall Street Journal Inc.
American Way Delta Sky Attache (US
Air) Barrons Continental SW Spirit Forbes Ki
plingers Personal Finance Architectural Digest
CRMA Fortune Business Week Conde Nast Traveler

Source MRI 2002 Doublebase
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A profile of the national CRMA audience