Ad-Gage Readership Research

Measure Up

What is Ad-Gage? Ad-Gage is an advertising and editorial awareness study sponsored by publishers who want to give advertisers an indication of how well their ads hold the readers' attention, while at the same time obtaining vital information on the readers' editorial likes and dislikes. The advertising side provides you with a score of how well your ad measures up against the other ads in the issue, as decided by the readers. Other information included in the results will tell you about the readers based on their purchasing influences by product category and geographical distribution.

The editorial side of Ad-Gage gives the publisher a reader profile on topics such as how long readers spend with the magazine, and what other industry magazines they read. This side of Ad-Gage helps to focus the magazine's editorial material to reader desires.

Readership Recall

Ad-Gage measures the readership awareness of your ad by tabulating the responses to the survey questions, then translating those responses into percentages. The higher recall the better your ad does. However, since not all recall is favourable, Ad-Gage also measures positive and negative perception.

Added to this, the results of the study will give you not only a perception rating of your advertising, but also a perception based on buying influence of the readers in your product category.

No Cost

It is important to note that the publisher sponsors the Ad-Gage study. By taking out an ad in the Ad-Gage issue, you will participate in the study at no extra cost.

For advertising in an Ad-Gage issue, you will also be entitled to receive a free copy of the study's findings from the publisher. The report will detail not only how your ad did, but also how well other ads measured up.

For those few advertisers whose ads are found to truly measure above the crowd, there will be a presentation of an Ad-Gage Award of Advertising Achievement. The selection of the award winners will be made by Mendon Associates Inc., and presented to the advertiser by the publisher.

Computer Analysis

Ad-Gage is based on a mail-out survey sent to a randomly selected sampling of the magazine's readership. Returns are forwarded from readers directly to Mendon Associates. The questionnaires are reviewed and entered into a computer data base for computation and analysis.

Once compiled, the data is further analyzed by staff experienced in survey research and the business press. A statement of survey methodology accompanies each study for your assessment. There is also a section on how to read the study to obtain the most from it.

All these steps are taken to ensure that when the Ad-Gage report is published, you will know if your ad measures up.