THE WEEK Announces ''Total Transparency Plus'' Research Initiative
Designed to Meet Industry Accountability Standards of Today
NEW YORK (Business Wire EON/PRWEB ) June 9, 2008 --
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.
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.’”
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