A Media Measurement Integration Task Force, which includes some of the most prominent names in the global print and digital media research community, was formed during a two-day summit in Chicago to explore the possibility of global standards for combined print and digital measurements. Several media research firms have created combined measurements to show the advertising community and media investors the true marketplace reach for newspapers, with circulation, readership and traffic numbers for print and digital combined. However, while the measurements provide the most accurate picture of total reach into a newspaper’s print and digital distribution area than circulation alone, the numbers are not necessarily useful to advertising agencies, which don’t often plan media buys in an integrated media fashion. Another key issue is that of global standardization and guidelines. Until now, no international group has embarked on creating a standardised, combined print and digital currency, which may be a useful measurement to ad agencies planning billions of dollars of advertising campaigns across media each year. WAN Press Release; February 21, 2007