A recent article on MediaDailyNews describing a report by Magazine Publishers of America, revealed an index comparing TV, online, radio, newspapers, and magazine advertising values. After an apparent shift in supported data there appears to be a new opinion and a new metric for successfully measuring these values. When Time/Ad Impact Ratio is applied to major consumer media it implies magazines carry more than twice the impact of TV, online, radio and even higher than traditional newspapers. While this appears to be an attempt to create a new metric supporting this thesis I discourage PR pros from giving this too much credence.

Using Ad Value Equivalency (Media Value) as a media measurement metric is a common PR practice, but not considered a best practice. BurrellesLuce counsels practitioners who are required to show AVE to use it as an index over time vs. a stand-along metric. If you currently provide AVE as a metric of media measurement, the “best practice” is to only use the portion of the article specific to your mention. While there are those who will immediately dismiss the relevance of AVE the reality is there are still executives demanding this evaluation. Realizing there is a certain amount of trust that must be built up before you can convert AVE advocates we want you to know you have a support system with BurrellesLuce. By using this as one metric in an index where you will likely see some correlation practitioners will ultimately be able to provide a more holistic (quantitative and qualitative) analysis to raise the profile of public relations.

While I don’t subscribe to the theory that magazine advertising is more credible I know I don’t want to go without my beloved glossy pages. I believe within the thinning pages of Time and Fortune lies some of the only remaining investigative reporting. The thought of being without magazines is ghastly as long as the “please discontinue use of all portable devices” rule is in effect on every flight.

Can you imagine waiting for your dentist, doctor or hair appointment without the companionship of magazines?