Condé Nast Gives Unduplicated Look at Readers Across Print, Social and Digital

To determine more about readers

The measurement offers a more transparent look at the audience for each of the company’s brands. - Credit by Raquel Beauchamp; Source: Condé Nast
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Condé Nast worked with MRI and comScore to produce an unduplicated measurement of its readership among print, digital and social.

The measurement offers a more transparent look at the audience for each of the company’s brands, said Donna Sabino, vp, ad sales and custom research, Condé Nast.

“Now we’re able to go back to our clients and really help them target a consumer based on age, understand that they’re heavy in social and digital and target a specific gender,” Sabino added.

Condé has been sharing the additional insight with clients since June, Sabino said.

“One of the most significant areas of frustration for advertisers—and the publishers that they hold accountable—is trying to figure out … the number of people who read the magazine and look at the content,” said Roman Rabinovich, vp of business development at Eventige Media Group, in an email. “All stakeholders want to know how many of those readers are unique, even after a magazine is purchased and read by the initial purchaser. Just because they bought it also doesn’t mean they looked actively at the ads.”

ComScore has made advances to offer an unduplicated campaign measurement across linear TV and OTT devices.

The company found that 64 percent of Bon Appetit’s social media audience is between the ages of 18 to 34, while that demographic makes up about 21 percent of the print audience.

“We are thrilled to be collaborating with Condé Nast and comScore in bringing innovative cross-media measurement approaches to life,” said Anna Welch, managing director of GfK MRI, in a provided statement. “By allowing planners and advertisers to view a multi-platform audience footprint, CN1 raises the bar for the industry—and provides a template for future advances, particularly with the inclusion of social media.”

Using and sharing more data is also part of the broader mission under Condé Nast CEO Bob Sauerberg to generate about $600 million in new revenue in his ambitious five-year plan.

Condé Nast’s portfolio of titles includes Vogue, Vanity Fair, The New Yorker, Glamour, GQ, GQ Style, Condé Nast Traveler, Allure, Architectural Digest, Bon Appétit and Wired. Former print magazines Self and Teen Vogue became digital-only in recent years. Condé Nast websites include Epicurious, Ars Technica, Pitchfork, them and Iris.

“Understanding unduplicated measurement is extremely valuable,” said Addie Conner, partner, chief innovation officer at Decoded, in an email. “Advertisers need to use tools and/or methodologies to isolate the incremental contribution of each source, as well as how they work together.”

Condé Nast hopes others offer the measurement.

“We took the first step, we overcame the obstacles and we’d love to have other great minds to join us to create a standard for the industry to create a way to solve this,” Sabino said.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.