Canadian magazine media has a set of standard metrics to help demonstrate a digital edition's engagement and readership.
Magazines Canada worked with a taskforce to develop a set of guidelines for device metrics designed to provide advertisers, agencies and publishers with generally accepted measurement principles.
"This is an important first step in marketing our magazine media brands on multiple platforms," said Mark Jamison, CEO Magazines Canada. "By working together and with our partners in measurement organizations, Canada’s magazine media will provide a better understanding of the remarkable connectivity audiences have with our brands on every device."
The document includes descriptions for five categories: total unique readers per issue, total number of sessions per issue, total amount of time spent per reader per session, average number of sessions per reader per issue and total accumulated time spent per reader per issue. Depending on the frequency of the title being measured, reporting periods of 30-90 days of audience data are allowed.
Magazines Canada's taskforce will continue to look at other 360-focused initiatives (which track engagement beyond the printed page) in 2015.
Download the Digital Device Metrics Guidelines.
Reader studies consistently indicate that editorial and advertising are equally important parts of the reader experience and that a clear distinction between the two, free from ambiguity, is vital.
Readers expect that magazine content will educate, entertain and inspire confidence in products and services wherever and however they engage with their favourite magazine brands.
Canada's magazine media are committed to delivering the best possible reading and advertising experience and believes that:
Magazine readers are entitled to unbiased, accurate reporting and information
Magazine advertisers are entitled to a trusting and engaged audience
The separation of editorial content and advertising messages must be transparent to the reader
Editorial integrity must be free of compromise or external influence
The following guidelines were developed by a Magazines Canada national task force as a tool for editors and advertising sales teams to achieve business activity goals while retaining reader confidence and commitment.
View a webinar with Patrick Walsh discussing the code with real world examples: