Affinity's American Magazine Study Integrates comScore Data to Enhance Audience Estimates Across Print and Digital Platforms

NEW YORK, June 28, 2011 /PRNewswire/ -- Affinity, the creators of the VISTA Ad Effectiveness Service, recently announced the release of the Spring 2011 wave of the American Magazine Study – the only audience measurement service that reports the total delivery of magazine brands across print and multiple digital platforms.  This release included Web audience estimates provided by comScore, Inc.

A state-of-the-art calibration process, designed by leading marketing scientists Gilles Santini and Marc Mounier, combined comScore's audience estimates for magazine Web sites with Affinity's advanced magazine readership methods, resulting in the ability to report the unduplicated delivery of a magazine's print readers and visitors of the magazine's Web site.

Moving forward, the integration will leverage Affinity's Web-based data collection approach to incorporate comScore census tags of AMS respondents, measuring their actual online behavior on magazine Web sites in order to fine-tune the readership duplication figures generated across print and Web platforms for the magazine brands measured by AMS.

According to David Shiffman, Senior Vice President/Research Director at MediaVest USA, "As publishers continue to offer packages that include digital advertising opportunities, this new integration directly addresses the measurement needs of the marketplace.  By combining self reported data with direct measurement on the Web side, we will garner a much better understanding of the delivery of magazine-branded campaigns that include both a print and online component."

About Affinity LLC   Affinity is a media research firm specializing in magazine audience measurement and accountability tracking. For more information, please visit www.affinityresearch.net.

About comScore  comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

CONTACT:  Tom Robinson, +1-212-922-9582, ext. 201, [email protected]

SOURCE Affinity LLC