Mags Canada unveils set of standard metrics for digital editions

Magazines Canada has published a new set of standard metrics to provide advertisers, agencies and publishers with a consistent measure of engagement and readership in digital magazine editions. 

The guidelines outline a set of standard measurements in five categories of audience data. 

• total unique readers per issue
• total number of sessions per issue
• total amount of time spent per reader per session
• average number of sessions per reader per issue and 
• total accumulated time spent per reader per issue.

These would be measured over a period of 30 to 90 days (depending on the frequency of the title.) The information would be reported as a 6-issue rolling average on a 14-week release. Provision is made for special interest publications (SIPs) to offer a 120-day metric.

"This is an important first step in marketing our magazine media brands on multiple platforms," said Mark Jamison, CEO Magazines Canada. "By working together and with our partners in measurement organizations, Canada's magazine media will provide a better understanding of the remarkable connectivity audiences have with our brands on every device."