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Forbes to launch print advertising effectiveness study

Forbes has announced it has partnered with MediaVest and comScore in an effort to determine the effectiveness of its print advertisements in drawing consumers to advertisers' websites.

The project will use digital tracking methodologies to guage the impact of specific ads within the print magazine and how those ads create web traffic to the sites they promote. MediaVest will help Forbes select advertising partners and will also provide its print effectiveness technologies.

A custom survey will be compiled for participating subscribers, with comScore compiling the data, according to Folio magazine.

"Forbes recently invested in the most significant re-architecture of our magazine in our 93-year history," said Meredith Kopit Levien, senior vice president and group publisher at Forbes. "As a result, print advertising is growing, and we just published our largest issue in the past three years."

"Now we are launching print ad effectiveness research to provide our marketing partners with new accountability tools to measure online behavioral changes as a direct result of their investment in Forbes magazine," she continued.

As online gradually begins to overtake print as the dominant marketing medium, businesses are looking for proof as to what kinds of advertisements work and which do not. The Forbes initiative marks a substantial move toward determining just how effective print marketing is.

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