INTRODUCING AN INNOVATIVE NEW TOOL
Welcome to mapp (Magazine Audience Performance Predictor), an innovative new tool that delivers real-time performance metrics for major Australian magazines. Using mapp advertisers can now access timely, real-time measures of current magazine issue performance and magazine audience build over time.
“a world breakthrough that enables magazines to be evaluated more accurately in marketing models”
A collaborative effort of Magazine Publishers of Australia (MPA), mapp represents a world breakthrough that enables magazines to be evaluated more accurately in advertisers’ marketing and media models, using a weekly timeframe of performance, alongside other media and key indicators, such as sales.
mapp provides, within a week or two after the on-sale date, estimates of the total ratings that specific magazine issues will achieve over their lifespan. By breaking this down into weekly components, mapp also allows advertisers to view the total ratings delivered by magazine campaigns, week-by-week, over the campaign period.
This real-time data is available as an input to marketing evaluation models for more than 30 major monthly and weekly magazines.
The attached video describes the process that enables magazines performance to be evaluated shortly after on-sale date, and the accumulation patterns that establish week-by-week components of audiences. It also demonstrates, step-by-step, how to use the tool to help evaluate the performance of your magazine campaign.