MPA wins overall FIPP Research Award

US market research company GfK MRI sponsored the Awards dinner, and Kathi Love, its president and CEO, presented the winners with trophies.

Commenting on the winning entry, the panel of judges said: "The entry reviews a series of independent studies of marketing models, and demonstrates what a significant difference the inputs about magazine audiences make. It also shows precisely what information is necessary to use in the models, including weekly magazine ratings and readership accumulation - which too often are missed by modellers.

"The entry also underlines the benefit of a software system which makes it much easier for modellers to be supplied with the most appropriate magazine information; the online modelling tool described is groundbreaking. The ideas from this entry can be employed in other countries, and will support the effectiveness of magazines worldwide."

The full list of FIPP Research Award winners

Best research by a national association
Winner:
'Marketing Mix Modelling and Media Inputs'
MPA - The Association of Magazine Media, USA

Highly commended:
'Magazine Advertising Effectiveness and its Perception'
Czech Publishers Association, Czech Republic

Best research by a single company
Winner:
'Buyers Action Measure (BAM)'
Pacific Magazines, Australia
Research agency: McNair Ingenuity, Australia

Highly commended:
'ROI Measurement of Magazine Advertisements'
Sanoma Magazines, Finland
Research agency: IRO Research, Finland

Best innovation in magazine research
Winner:
'Media Brain'
Sanoma Uitgevers, The Netherlands
Research agency: Neurensics, The Netherlands

Overall winner
'Marketing Mix Modelling and Media Inputs'
MPA - The Association of Magazine Media, USA