Advertisers have a new tool for measuring the effectiveness of their advertising - for the first time, Nielsen New Zealand is including the measure of Magazine Pickups in its national readership survey. This new measure shows how many times a magazine is picked up and read, and therefore how many times a reader has an opportunity to see advertising in that magazine. "The Magazine Publishers Association of N.Z. is supporting the development of qualitative engagement measures and has been working with Nielsen for some time to develop this pioneering research to help advertisers become even more effective in targeting their audience," says John McClintock, executive director of the Magazine Publishers Association of New Zealand. Stuart Jamieson, executive director of Nielsen Media Reasearch said, "To the best of Nielsen's knowledge, we are the first in the world to incorporate the Pickup measure into a national readership survey. We are also first in the world to model the Reach x Frequency x Pickups into the ‘total opportunity to see' measure." Nielsen measures 81 different titles, and releases readership results quarterly in the New Zealand market. OPINION/FEEDBACK TO THE EDITOR.
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