A global award goes to the Magazine Publishers of Australia for its magazine performance monitoring tool, which highlights the power of print as an advertising medium.

The Magazine Audience Performance Predictor provides access to estimated weekly performance data for current issues of 30 magazine titles within 14 days of their on sale date, enabling real time performance estimates of current issues for the first time as well as historical weekly data.

It won the gold award at international magazine industry conference FIPP in Germany in the research category, which acknowledges the best research studies that promote the use of magazine media as an advertising medium.

Major advertising figures like Group M boss John Steedman are encouraging companies to take another look at print when choosing advertising methods and its ability to demonstrate its strengths will be crucial in maintaining its market share over digital.

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The judges said of the tool: “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 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 says: “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.”

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