The Week begins ad ROI, audience-engagement effort

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Dennis Publishing's The Week magazine has created a research initiative called Total Transparency to meet the current market demand for advertiser ROI and audience-engagement metrics.

The news and opinion publication will measure up to 20 ads monthly from the four most recent issues. Over the course of the year, The Week will study the performance of advertising and engagement of its readers in 24 of its 48 issues.

Advertising effectiveness will be measured by influence on brand perception and purchase behavior. Advertisers that meet the minimum three-page requirement will be provided an opportunity for measurement.

High-frequency advertisers (those with six insertions or more) can include proprietary questions within the surveys for more specific pre- and post- analysis.

Conducted by market researcher McPheters & Co., the series of bimonthly studies will allow advertisers to have the effectiveness of their advertising measured by a representative of The Week's subscriber base.

The study will also provide up-to-date demographic data and reader-engagement metrics.

The Week's editors weekly scour hundreds of newspapers, magazines and Web sites for the most important stories and commentary. The online version is at www.theweekmagazine.com.

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