McPheters & Company Announces Results of AudienceLab™ Study of Public Place Distribution

December 20, 2007. New York. McPheters & Company has announced the release of results from its AudienceLab™ Study of Public Place Distribution. The study was undertaken to help advertisers and publishers assess the value of magazine distribution to public places such as medical waiting rooms, salons, barber shops and health clubs. Information was collected regarding the number of magazines present in the establishments, which specific titles were present, details regarding traffic and characteristics of clientele, and attitudes towards the magazines they receive.

“This study addresses many of the concerns buyers have had regarding the quality of public place distribution. We are looking forward to sharing study results with agencies and advertisers beginning in early January,” said Rebecca McPheters.

According to John Q. Griffin - President of National Geographic Magazines, MPA Chairman and ABC Board Member - “When properly utilized, public place distribution offers substantial value for advertisers.” Jeremy Koch, Executive Vice President/Consumer Marketing of the MPA said that “AudienceLab™ provides a valuable window into the dynamics of how audience is generated in public places. Importantly, it also puts to rest the concerns that many of these copies were not being placed in waiting rooms.”

The study found that:

• On average public place copies contribute about 40 readers per copy for the outlets surveyed
• Respondents identified an average of 14 different titles that were present in their waiting rooms
• On average, these outlets have 570 visitors/month who read magazines
• 96.4% of all magazines received are placed in waiting areas for customers or patients to read
• 94.5% of those surveyed say that their customers’ experience is enhanced by the presence of magazines
  

Scott McDonald, Condé Nast’s Senior Vice President of Research, noted “This confirms the ability of public place copies to reach outlets with high traffic counts and demographically desirable consumers who read magazines.” “The results are logical and consistent with other public place studies. Bottom line, public place offers the opportunity for exposure among a broader group than newsstand and subscriber copies alone," added Britta Ware, Meredith’s VP, Research Solutions.

The study was fielded among nationally representative samples of barber shops, beauty salons, doctor’s and dentist’s offices and health clubs. More than 1800 locations participated and the response rate was 40%. It was supported by Bonnier, Business Week, CMS, Condé Nast, Hachette, Meredith, MPA, Time Inc., Primedia, Reader’s Digest, and TV Guide.

McPheters & Company is a New York-based consulting and research firm founded in 1997. The company serves the needs of the media and advertising communities. It specializes in strategic planning and documentation of audiences, distribution, and advertising effectiveness.