WAN Launches Cross-Media Measurement Initiative Website

The World Association of Newspapers has launched a new website to support and promote the use of cross-media audience measurements that will allow publishers to provide a more complete picture of their reach than print circulation alone.

The website for the Media Measurement Initiative Task Force, which can be found here, contains the latest research and insights regarding the rapidly changing landscape of online media measurement and the development of standardised print and web measurement practices.

“Newspaper companies are expanding their audiences through digital publishing platforms, yet their reach is often not reflected in the standard print circulation measurements that are used to determine advertising rates,” said Timothy Balding, CEO of the Paris-based WAN.

“While acceptance of the need for cross-media measurement is growing among publishers and the advertising community alike, how to go about it remains an open question. The Task Force, and this new website provide a forum for encouraging best practices and for standardising and integrating print-web measurements.”

The Media Measurement Integration Task Force, created by WAN in February 2007, includes some of the world’s most prominent media measurement organisations. Its mission statement says, “Our role is to explore, communicate and promote the opportunities to measure and report audiences of newspapers brands across multiple platforms to industry stakeholders.”

Members include: the International Federation of Audit Bureaux of Circulations; ABC UK; BPA Worldwide; the Brazilian Newspaper Association; ComScore; Interactive Media Services Inc.; Interactive Advertising Bureau; Media Rating Council; the Newspaper Association of America; NADBank; Nielsen//Netratings; the Newspaper Society (UK); PubliGroupe; and Scarborough Research.

The Paris-based WAN, the global organisation for the newspaper industry, defends and promotes the professional and business interests of newspapers world-wide. Representing 18,000 newspapers, its membership includes 77 national newspaper associations, newspaper companies and individual newspaper executives in 102 countries, 12 news agencies and 11 regional and world-wide press groups.

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