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FOR IMMEDIATE RELEASE McPheters & Company Announces Introduction of readership.comOct. 23, 2005. New York. McPheters & Company has announced the introduction of a new product, readership.com. Readership.com will provide advertisers and publishers with near real-time information on publication audience by issue, reader engagement, and magazine distribution - both single copy sales and subscriptions. By delivering on-going information on audience accumulation, readership.com will also make it easier to document the effects of print advertising on sales. “Readership.com will allow publications to compete more effectively against other media by offering increased accountability, immediacy, and issue specific data,” Rebecca McPheters, President of McPheters & Company said. “Print has consistently been shown to be more effective relative to its cost than other media. Increased accountability is not only important to advertisers, but will substantially benefit the publishing industry. With the proliferation of market-mix models, on-going information on audience accumulation is essential to the appropriate determination of ROI.” Readership.com has been developed with the support of major magazine publishing companies – including Condé Nast, Time Inc., Hachette, Meredith, Parade and TV Guide – and with the active participation of agency partner, Starcom USA, a division of Starcom MediaVest Group. “Readership.com will advance not only the way that magazines are viewed by the advertising community, but the basis upon which they are sold by providing data comparable to that of electronic media,” said Andrew Swinand, SVP/group client leader at Starcom U.S.A. “I believe there is broad industry agreement that current print distribution based accounting and categorization for advertiser use in media comparatives falls short of our needs,” Charles Townsend, President & CEO of Condé Nast said. “Magazines are put at a distinct competitive disadvantage as a result and readership.com will be a step forward for the industry.” “As advertisers strive ever harder to document ROI, it is essential that print provides the tools that allow its effectiveness to be compared with other media,” said Jack Haire, EVP of Time Inc., “Readership.com will allow us to better document the ability of magazines to move product.” “If we expect to capitalize on magazines’ engagement advantage, then we have to have our audiences measured on a timelier basis that is more comparable to audiences of other media,” said Jack Kliger, President & CEO of Hachette Filipacchi Media U.S. and incoming Chairman of the Magazine Publishers of America. “Readership.com represents an important step towards this goal.” Readership.com will begin Beta testing of its data collection systems in January, with the full roll-out planned for later in the year. McPheters & Company is a New York-based consulting and research firm founded in 1997. The company specializes in serving the needs of the publishing and advertising communities in the areas of strategic planning, as well as metrics relating to audience, distribution, and advertising effectiveness.
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