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Media buyers and advertisers rely on studies to determine where they’re placing their advertising. For web advertising, they get click-through numbers and page views. For TV, they get ratings data. For magazines, they get data from “a technique favored by Civil War-era salesmen,” said The New York Times last week, referring to the door-to-door readership surveys, such as M.R.I., that are done twice a year.

Well, the magazine industry is catching up, as the two main research houses—Mediamark Research and Intelligence (M.R.I.) and Affinity (Vista) —are both introducing new studies, and are becoming more competitive in the process.

According to The New York Times, Vista plans to introduce the American Magazine Study next year. The study will be a “a web-based survey that will let Vista add readership data to its ad ratings and estimate for the whole population,” which is kind of what M.R.I. already does.

Today, M.R.I. announced that it will launch AdMeasure, a system “designed to elevate magazine audience measurement granularity to the level of TV and Internet.” Using an online survey, it will figure the ad readership to the national figures so advertisers can estimate how many Americans saw and reacted to a magazine ads, which is kind of what Vista already does. Hmm .. crossing paths? Check out today’s FOLIO story for more.

Industry buzz advertising, data, measurements, MRI, readership, research, statistics, VISTA

The Advertising Research Foundation (ARF) just wrapped up its 55th annual Re:Think Convention and Expo in New York yesterday, where corporate leaders and marketing execs gathered to discuss media research and marketing innovation. According to Advertising Age, executives from Avon made a compelling case for not abandoning magazine advertising, especially for youth brands. Avon discussed its marketing strategy for its youth-focused Mark makeup brand and cited its recent study that found “that people are much more likely to pay attention to magazine ads than online ads.” See the full Advertising Age article here.

Industry buzz advertising, ARF, magazine, magazines, marketing, media, research

Tweeting is on the rise — according to a recent Internet poll, 11 percent of users are taking advantage of Twitter and other similar short-form online messaging services or status updates. Researchers also found that Twitter users were more likely to engage with other forms of social media. Are you Tweeting with your audience? To learn more check out Pew’s research.

Industry buzz Internet, research, Twitter