New circulation research system to be launched in Russia
Posted by Alisa Zykova on December 22, 2009 at 12:01 PM
Russia's Guild of Press Publishers (GIPP) announced Tuesday that it will set up a new system to monitor newspaper circulation, Vedomosti reported. The organisation, called the Circulation Audit Bureau (BTA) may be an alternative to the National Circulation Services (NCS) and will be launched sometime in 2010, according to Director of Distribution of Publishing House Komsomolskaya Pravda Alexander Chekshin.
Major news outlets like Kommersant, Argumenti I Fakti, Komsomolskaya Pravda, Rossiyskaya Gazeta and Hachette Filipacchi Shkluev/InterMediaGroup have already announced their resignation as members of the NCS. GIPP President Alexander Strahov said the holding company in charge of BTA would not be the afore-mentioned outlets, but rather "non-commercial" entities.
Major news outlets like Kommersant, Argumenti I Fakti, Komsomolskaya Pravda, Rossiyskaya Gazeta and Hachette Filipacchi Shkluev/InterMediaGroup have already announced their resignation as members of the NCS. GIPP President Alexander Strahov said the holding company in charge of BTA would not be the afore-mentioned outlets, but rather "non-commercial" entities.
The outlets were not happy with the quality of work that the NCS was doing, the Vedomosti article stated, adding that they attempted to replace the management last summer, but concluded that creating their own organisation would be simpler.
Chekshin told Vedomosti that the overall budget of the NCS was RUB 7 million (US$229,000) and Argumenti I Fakti provided RUB 120,000 (US$3,900). He added that the creation of a new firm might not be cheap. However, Independent Media Sanoma Magazines General Director Elena Myasnikova said it would be a more cost effective option than services from an outside firm.
Kommersant 's Commercial Director Pavel Filenkov mentioned that data from just one market research provider, NCS, demonstrates a distorted view of the press industry. He added that "media houses and advertisers alike need a more objective picture," according to Vedomosti. For example, Filenkov suggests that it is important for advertisers to have a clear idea about the circulation of freely distributed papers since they may not be too fond of a free audience.
Furthermore, circulation data may be more significant than audience size, Filenkov explained. Circulation data may permit for an analysis of audience figures in regions where NCS is not available. NCS will aim to offer circulation data in 89 regions across Russia, Vedomosti reported.
The new circulation monitor would be collaborating with the Federal Anti-Monopoly Committee (FAS) as well as the Roskomandzor, Russia's equivalent to America's the Federal Communications Committee (FCC).
Chekshin told Vedomosti that the overall budget of the NCS was RUB 7 million (US$229,000) and Argumenti I Fakti provided RUB 120,000 (US$3,900). He added that the creation of a new firm might not be cheap. However, Independent Media Sanoma Magazines General Director Elena Myasnikova said it would be a more cost effective option than services from an outside firm.
Kommersant 's Commercial Director Pavel Filenkov mentioned that data from just one market research provider, NCS, demonstrates a distorted view of the press industry. He added that "media houses and advertisers alike need a more objective picture," according to Vedomosti. For example, Filenkov suggests that it is important for advertisers to have a clear idea about the circulation of freely distributed papers since they may not be too fond of a free audience.
Furthermore, circulation data may be more significant than audience size, Filenkov explained. Circulation data may permit for an analysis of audience figures in regions where NCS is not available. NCS will aim to offer circulation data in 89 regions across Russia, Vedomosti reported.
The new circulation monitor would be collaborating with the Federal Anti-Monopoly Committee (FAS) as well as the Roskomandzor, Russia's equivalent to America's the Federal Communications Committee (FCC).
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