The Magazine Health Watch® is a database of advertising activity
that takes place in both business-to-business and consumer magazines
that are monitored by IMS. This database is updated daily and reflects
the data collected the previous day.
The make-up of the database changes to reflect revised publishing
schedules, new titles that IMS adds every month as well as the titles
that may be dropped; titles are dropped from the database because they
cease publication, or enter into mergers or consolidations. Also, we
may cease monitoring titles for business reasons.
Caution should be used when using Magazine Health Watch® to compare one
selected period to another. Given the methodology used to create
Magazine Health Watch® the best statistic to use when making these kinds
of comparisons is the ‘Pages Per Issue’ columns that take into account
the changes in the make-up of the database outlined above.
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