January 24, 2011 16:14 ET

THE WEEK Switches to Starch as Foundation for Performance Guarantee

2010 Marked Tipping Point as Starch Gained Critical Mass With Agencies, Publishers

NEW YORK, NY--(Marketwire - January 24, 2011) - In the latest of a string of new client wins for GfK MRI's Starch Advertising Research, THE WEEK magazine will use Starch metrics in 2011 to back its performance guarantee to advertisers.

THE WEEK guarantees that consumer recall of ads in the magazine will rank in the top one-third of all magazines on an advertiser's media plan. If the initial schedule of ads does not achieve this result, THE WEEK runs additional ads, at no cost, until the result is achieved. When THE WEEK announced its advertiser guarantee in November 2009, the magazine used consumer research data from a competitor of Starch.

"We are one of the few consumer magazines to guarantee an advertiser's media investment. It's vital that the research we use to support this guarantee is widely used and understood by the advertising industry. Starch Advertising Research's market adoption blossomed in 2010 -- so 2011 is the right time to begin to use Starch as the foundation of THE WEEK's Performance Guarantee," said Jessica Sibley, publisher of THE WEEK.

Starch uses Internet-based consumer surveys to measure readership of ads, as well as actions taken as a result of reading an ad, for virtually every national ad appearing in 180 major consumer magazines. The company also continually catalogues the hundreds of thousands of print advertisements in its database according to the different elements appearing in the ad -- such as coupons, recipes and Web URLs -- so that marketers can better determine which components of an ad's creative help generate ad readership and response.

"THE WEEK has been a true leader in implementing engagement metrics to help their advertising partners maximize ROI and we're delighted to have them join the growing roster of agencies and publishers that recognize Starch's high quality research," said Kathi Love, President and CEO of GfK MRI. "2010 was a tipping point for Starch," continued Love. "The number of agencies and publishers that contract with Starch on an exclusive basis grows with each passing month. It's gratifying that the industry is availing itself of the advanced audience metrics that people have been asking for and which GfK MRI has worked so hard to deliver."

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 Web site: And, follow us on Facebook ( and Twitter (

Contact Information

    Anne Marie Kelly, SVP, Marketing and Strategic Planning
    GfK MRI: 212-884-9204
    Email Contact

    Steve Ellwanger, Press Counsel Group
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