Publishers use them to compile information on current and prospective advertisers, and to monitor advertising in competitors' magazines. Due to the timeliness and accuracy of their statistics, PIB reports provide indispensable information for a magazine's advertising sales staff. Advertisers and agencies find PIB to be a valuable research tool in analyzing competing brands and in making media plans and budget decisions. PIB is administered by MPA staff, and an outside firm is contracted to measure, compile and publish the data for its reports. Applicants must publish at least quarterly and be elected to membership by a majority vote of the PIB Executive Committee.
Membership is available on a calendar year basis.