Audience Management

Few variables affect the economics of a medium to the same extent as the size and quality of its measured audience. McPheters & Company has substantial experience working with media companies to develop and implement strategies for improving the size and quality of the audiences they deliver. 

Audience Measurement

We work with individual publications and industry associations to identify ways in which they can better document the quality of their audiences.  This involves working on their behalf with syndicated services, as well as designing custom solutions.

Documentation of Circulation Quality

In ground breaking work done throughout the magazine industry, McPheters & Company has been able to document the demographic quality and reader engagement of their subscriber bases, and show that neither price paid nor whether or not a subscription is direct-to-publisher predicts either demographic quality or reader involvement. 

Advertising Effectiveness Measurement

McPheters & Company has been heavily involved in advertising effectiveness measurement since its inception. Our founder, Rebecca McPheters, was responsible for the Family Circle Study of Advertising Effectiveness (1991), the first study in decades to actually measure the effects of magazine advertising on sales. Subsequently, we have worked with the Magazine Publishers of America, as well as with individual publications, to document the effects of magazine advertising on sales and awareness, and to assess the relative contributions of different media. We have also worked with major advertising agencies to track the effects of advertising on brand awareness and attitudes, and have used market mix modeling to measure the relative effects of various media on such diverse outcomes as sales, awareness, lead generation, and program ratings.

Market Research

McPheters & Company handles the design, implementation, and analysis of a wide range of market research projects in both the consumer and business-to-business areas. We are distinguished by our ability to gain input from senior executives in a variety of industries.

Prototyping

For magazines that are too small to be measured by MRI, McPheters & Company can create prototypes, using information fielded through subscriber studies, to enhance the selling proposition of these smaller publications and media outlets.  The inclusion of prototype information within MRI’s database helps ad buyer’s and media planners to include these smaller titles in their advertising schedules.

Strategic Planning

McPheters & Company works with clients to identify their goals and objectives, and the actions necessary to attain them. Whether as part of the annual planning process, or in helping them to identify corrections that may be needed to an existing plan to bring performance in line with expectations, McPheters & Company has worked with a wide range of clients in the media field.