Australian magazine industry wins global GOLD award for MAPP

– FIPP Research Awards 2014 –

On June 16th 2014, mapp (Magazine Audience Performance Predictor) tool was presented at the worldwide magazine media association conference- FIPP- in Germany and won Gold in the Research category.  The awards acknowledge the best research studies that promote the use of magazine media as an advertising medium, anywhere in the world.

mapp is a truly innovative project, which quantifies the contribution of magazines to the media mix in a manner that is in line with the forms of data available for other media. It involves forecasting how advertising messages in magazines will be spread through time, issue by issue.”

The tool provides access to estimated weekly performance data for current issues of 30 leading magazines titles within 14 days of their on sale date.  For the first time, mapp enables real time performance estimates of current issues as well as accurate historical weekly data.

“The greater precision promised by this development means that the link between magazine advertising and advertisers’ product sales will be measured more efficiently, resulting in more accurate – and higher – estimates of magazines’ return on investment.”

MPA Executive Director, Mary Ann Azer said: “We are thrilled with this award as it acknowledges the breakthrough we were able to achieve in Australia with this tool. This enables magazines to be more accountable as this level of data can be plugged into any marketing mix modelling study and provide a true ROI comparison with other mediums  including TV and online.”

mapp is available online and easily integrates into agencies’ existing econometric modelling. The mapp tool and website was developed in conjunction with leading Australian data analytics and modelling company Quantium.

About FIPP
FIPP has more than 700 member companies, which include 56 national magazine associations, 502 publishing companies with international interests, and 146 suppliers to the industry and associated organisations, in 60 countries, all of whom use FIPP to find new business partners and gather information on potential markets. FIPP represents more than 6,000 member magazine titles, which include almost all of the world’s leading magazine brands.

About Magazine Publishers of Australia (MPA)
The Association of Magazine Publishers of Australia Inc. (MPA) was established in 1995 and represents Australian publishers of consumer, cover-priced and nationally distributed magazines.  Member publishers include Bauer Media Group (formerly ACP Magazines), NewsLifeMedia (formerly News Magazines), Pacific Magazines and Readers Digest. The MPA aims to maintain a strong, influential industry voice; demonstrate that magazines are an effective communication channel; provide thought leadership; and promote the value and benefits of magazine content, audiences and advertising across all platforms.

For further information contact:
Mary Ann Azer, Executive Director
M: 0490 243 611