10/9/2007

The Starch service, which has been measuring reader response to print ads for more than 80 years, is revamping its metrics in response to greater marketer demand for a more accurate read on engagement. The eStarch Ad Readership service, which will include data gathered online, will offer marketers research on word-of-mouth actvity, as well as perception, reactions and inclinations of buyers toward a brand.

Full Story:
NYTimes.com

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