Aaron - you cannot usually measure it. It can vary a little between a commercial magazine and a professional magazine - but not much.
Neither are concerned with citation rates etc. They are usually focused on sales an volume and most magazines do not publish empirical, primary studies.
Magazines do not usually go through the formal processes that academic journals aspire to i.e. blinded, peer review - panel processes, registration with the likes of ISI Web of Knowledge/Science etc.
I would encourage people to publish more in magazines as they have a MUCH wider readership than journals and potentially the publication can therefore have a much greater influence. Aaron, I agree-Dean is amazing!