At FIPP’s International Research Forum held in Amsterdam, The Netherlands on 15-16 February, it was determined that magazine research worldwide is more dynamic and innovative than it has ever been. There is activity investigating the use of magazines, how they interact with other media and the cost-effectiveness of magazine advertising.

Magazine researchers are responding to the increasingly complex media world by creating new studies of how people are using media today, and by demonstrating the continuing value of magazine advertising – included in a mix with the web and television.

Forty-five research professionals from magazine publishing companies in 14 countries gathered for two days to discuss ongoing research studies and issues. Five of the major issues discussed were:

• The increase in a media mix – especially among young people

• The need for more studies of how marketing campaigns benefit from using magazines in combination with the internet (and other media)

• The arrival of multimedia mega-databases for planning marketing campaigns across many platforms, including digital media

• Using the internet as a data collection method and showing how magazines and websites can complement each other in offering improved functionality to consumers

• New methods for tracking how readers' eye movements reveal how they consume magazine ads

A more extensive review of the Research Forum, and copies of the papers delivered, will be published in the research section of FIPP’s website shortly.

The Research Forum was generously hosted by FIPP member publisher Sanoma Uitgevers to whom FIPP extends its thanks.