|Forbes has partnered with MediaVest and comScore to measure a print ad's ability to drive readers online and its influence on branded search terms. The move is part of a larger initiative within Forbes to provide marketers with an array of accountability tools to measure print's marketing effectiveness.
MediaVest will supply the advertisers that will participate in the pilot study. comScore brings the measurement-Forbes will use the company's AdEffx service to collect the data.
Three or four advertisers will be selected initially, says Meredith Kopit Levien, senior vice president and group publisher at Forbes, and following the first run, the study will be opened up to anyone else who wants to participate.
A random sampling of magazine subscribers will be chosen on an opt-in basis. While ads won't necessarily need to feature specific copy to direct readers to a site, an email survey to the subscribers coupled with cookie tracking will record actual visits. The survey, says Levien, will compile metrics on brand awareness, message association, brand favorability and purchase intent.
The study comes on the heels of a redesign of the magazine, which, says Levien, has resulted in a 20 percent boost in ad pages to 187 for the 11 October issue.
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