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BtoB

GfK MRI to include digital platforms in magazine survey

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New York—GfK MRI said Thursday that it will expand its in-person, in-home consumer surveys of print magazines to include readership on digital platforms, such as websites, e-readers, mobile phones and tablets. “This represents a significant change in the way our survey questionnaire is worded, and the result will be a much clearer picture of how consumers are reading magazines today and well into the future,” Julian Baim, exec VP-chief research officer at GfK MRI, said in a statement.

GfK MRI said it began testing this expanded format of its survey in 2009. A larger pilot test was conducted this year, according to the company.

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