MMR to Add Cable, Web to PReSS

Mike Shields

AUGUST 09, 2006

Monroe Mendelsohn Research plans to ad both cable TV networks and Web sites to the list of media properties measured through its fledgling PReSS research product.

Mendelsohn launched PReSS back in 2004 as a means to deliver more information on the relationship readers have with consumer magazines, such as their perceived level of engagement. The third annual 2006 survey will now include over 50 Cable networks and 150 Web sites, as MMR attempts to gauge viewers' and users' impressions of each property against a variety of attributes, such as whether these brands are trustworthy, informative, or authoritative, among others.

PReSS, which surveys more than 16,000 adults to compile its research, has received the endorsement of the Advertising Research Foundation. “This expanded survey on consumers’ engagement with magazines, cable TV networks, Web sites and search engines is a pioneering syndicated study bringing a much needed qualification to advertisers, agencies and publishers alike on the relationship between media brands and their consumers, that until now was subjective in nature," said Dr. Joseph P. Plummer, chief of research for the ARF.