THE WEEK Announces ''Total Transparency Plus'' Research Initiative : Designed to Meet Industry Accountability Standards of Today

The measurability of Web advertising has elevated accountability standards for all media. Recognizing this, THE WEEK magazine has created Total Transparency Plus, a first-of-its-kind research report that measures ad effectiveness and reader engagement for advertisers.

NEW YORK (Business Wire EON) June 9, 2008 -- With the new Total Transparency Plus program, Advertisers will now be able to compare the effectiveness of their ad in THE WEEK versus the same ad in other publications on their media plan. This will allow advertisers to optimize their print plans in a way never before possible. Total Transparency Plus demonstrates the WEEK's willingness to be both measurable and accountable to their advertising partners. Effectiveness metrics will be culled from the VISTA Print Effectiveness Study, Affinity Research LLC.

Additionally, THE WEEK will continue to work with McPheters & Company to provide reader demographics throughout the year, as well as category-specific data relating to financial services, wine and spirits, automotive, technology and health care.

THE WEEK will offer this valuable research tool in 18 issues per year to make transparency easy and flexible for any ad schedule.

"In today's competitive market, it's more important than ever that media buyers be able to justify their plans," said Steven Kotok, general manager of THE WEEK. "Total Transparency Plus is our way of telling advertisers, 'We're a perfect fit for your plan, and we're willing to prove it.'"