March 28, 2011 12:28 ET

Mindshare, MediaCom, Reader's Digest and Best Health Are Inaugural Clients for GfK MRI StarchMetrix Ad Performance Service in Canada

New Service Takes Canadian Print Ad Measurement to the Next Level

NEW YORK, NY--(Marketwire - March 28, 2011) -  Starch Research Services Limited, a Canadian company, and GfK MRI announced today the launch of GfK MRI StarchMetrix, a new syndicated service that provides return-on-investment metrics for ads appearing in Canadian consumer magazines. Reader's Digest, Best Health and media agencies MediaCom and Mindshare are the first Canadian subscribers to GfK MRI StarchMetrix.

GfK MRI StarchMetrix will measure the readership and effectiveness of all national ads (one-third page or larger) in virtually all issues of the top Canadian consumer magazines. The April 2011 launch of the service will provide data on 15 major English-language magazines. Additional magazines, in English and in French, will be incorporated into GfK MRI StarchMetrix based on demand from advertisers, agencies and publishers.

In addition to long-established proprietary Starch measurements (Ad Noting, Branding and Reading) which have been available in the Canadian market for more than 60 years, GfK MRI StarchMetrix offers new ROI metrics based on Actions Taken as a result of seeing a print ad, including visited the advertiser's website, recommended the advertised product or service and purchased the advertised product or service. Moreover, as a syndicated service, GfK MRI StarchMetrix moves the ROI needle for magazines by allowing print advertisers, publishers and agencies comprehensive analyses of print ad impact.

Said Brian Hickey, President of Starch Research Services Limited, "GfK MRI StarchMetrix enables magazines to prove the full impact of magazine ads in media schedules. In addition to helping clients develop more powerful creative, magazines will benefit from being able to prove the extent to which magazine ads influence word of mouth, Web site traffic, brand perception and purchase."

"We know that our magazines are an effective and efficient way for advertisers to not only reach but connect with both current and potential consumers of their respective brands," said Reader's Digest Canada President and CEO Tony Cioffi. "These new magazine metrics will prove the value of advertising in our pages."

"Mindshare views our clients' media budgets as investments -- not as costs. GfK MRI StarchMetrix will allow us to understand the return on our clients' print investment with greater granularity than has previously been possible," said Jake Norman, Managing Director Business Planning at Mindshare Canada. "As well as quantifying the return on past investment, it will allow us to set benchmarks and optimize Mindshare clients' future investment in print even further than we currently do."

GfK MRI StarchMetrix surveys online panels of magazine readers to collect print ad readership and effectiveness data. Between 40,000 and 50,000 interviews with readers of Canadian consumer magazines will be completed annually.

About Starch Research Services Limited

Starch Research is a Canadian full-service marketing research organization which offers a wide range of services to private and public sector clients. Starch has been a trusted source of vital research information on communication effectiveness to leading Canadian advertisers, agencies and publishers for more than 60 years.

Starch specializes in media and advertising research with a particular emphasis on the print medium, serving consumer magazine, newspaper and business-to-business publishers and advertisers as well as their media and creative agencies. In addition to syndicated magazine readership research, Starch services include print advertising pre-testing and advertising recall surveys for static and digital out-of-home media.

Starch launched the syndicated "Roper Reports Canada" marketing and opinion research poll in 1994 and the "magWorks" online magazine ad pre-testing service in 2007 in conjunction with Magazines Canada. Starch also provides custom research services using a variety of leading-edge data collection techniques.

Starch Research Services Limited is a Canadian organization which has the advantage of leveraging a key relationship with minority owner GfK Group.

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information. 

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our website: And, follow us on Facebook ( and Twitter (

Contact Information

    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    Email Contact

    Brian Hickey
    Starch Research Services Limited
    Email Contact


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