The Week Promises Its Ads Work: Proves It With Focus Groups

Today's NYTimes: 

With The Week’s guarantee, the magazine is saying that not only will it ensure that someone sees an ad, but no matter how the ad looks or reads, and no matter the editorial focus of The Week and competitive magazines for a given issue, it will perform at the top.

The Week will measure ad effectiveness by using the research service Vista, from Affinity. Vista will measure “recall” — whether consumers in its focus groups remember seeing a certain ad in the magazines where it runs.

Read the whole article: "A Magazine Promises Ads Will Register," by Stephanie Clifford. --Bill Paarlberg, Editor