February 9, 2015 Last Updated 8:36 am

Magazines Canada unveils new guidelines for digital device metrics

The national trade association representing Canadian-owned, Canadian-content consumer and business media magazines, Magazines Canada, today unveiled a set of guidelines for device metrics. The guidelines (link to PDF) are designed to provide advertisers, agencies and publishers with “generally accepted measurement principles.”

“This is an important first step in marketing our magazine media brands on multiple platforms,” Mark Jamison, CEO Magazines Canada, said on the association’s website. “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.”


The new guidelines includes standardized measurements in five categories: 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.

Magazines Canada said the taskforce that came up with the guidelines will continue to look at other similar measurement solutions such Magazine Media 360, recently introduced by MPA – The Association of Magazine Media in the U.S.

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