Press Kit

Britta Ware

Britta C. Ware was hired as Director of Corporate Research in August 2004, promoted to Executive Director in July 2005 and Vice President in June 2007. She is responsible for research for all of Meredith’s publishing properties, including 20+ consumer titles (including three of America’s top 10 in terms of circulation: Better Homes and Gardens, Family Circle and Ladies’ Home Journal), 150 Special Interest Titles, Integrated Marketing and Hispanic Ventures.

Prior to joining Meredith, Britta was the Director for U.S. Advertising Research at Reader’s Digest responsible for all of the U.S. advertising research functions of the Reader’s Digest and its four special interest titles.

Before joining Reader’s Digest, Britta spent 8 years in the NY offices of Saatchi & Saatchi Advertising as Vice President, Associate Media Director, responsible for media planning primarily on the Procter & Gamble business. In the six years prior to moving to NY, she held media planning positions in the San Francisco offices of Foote, Cone & Belding and Dancer, Fitzgerald, Sample.

Britta has developed and presented papers at a number of industry events covering issues related to advertising effectiveness and magazine readership, including a paper at the last two Readership Symposia. She was on the leading edge of the “engagement” movement when she developed the “Involvement Index” and authored a “book” entitled “The Involvement Index: A Study of Consumer Attitudes and Advertising Potential in Magazines”. More recently her focus has been on the drivers of ad effectiveness, including quantitative proof of the role advertising creative plays in the equation.

Britta consistently challenges herself and her group to look for ways to improve and simplify, with the goal of providing practical, user-friendly, actionable information. One of her goals to raise the level of interest in research beyond the research community by providing practical solutions and tools — simplifying the complicated.

Britta is active in several industry groups including the MPA Research Committee (former chair), on the board of directors of the ARF, MRC, CMR Advisory Committee, Media Research Council, PIB Technical Advisory Board, ABC and AWNY.

Britta is a graduate of the University of New Hampshire with a BA in German. She lives in Pleasantville, New York with her three children (Natalie 14, Nicholas 12 and Julia 9).