Measuring True Reach of Newspapers
By Larry Kilman, Thursday 31 January 2008 at 14:25 :: General :: #1181 :: rss
Newspapers around the globe are extending their reach through the internet and other media, yet print circulation generally remains the standard for measuring newspaper audience.
New global initiatives to provide a more complete picture of newspaper audience through cross-media measurements are the subject of a major session at the upcoming World Newspaper Advertising Conference & Expo.
The World Association of Newspapers conference, to be held on 13 and 14 March in Budapest, Hungary, will examine the latest cross-media audience measurement techniques and include a report from the Media Measurement Integration Task Force, a global alliance dedicated to promoting new cross-media measurement standards.
With online newspaper readership reaching record levels in many markets, newspaper advertising executives are clamouring to have this expanded reach accurately reported and reflected in print and digital advertising packages.
Speakers in the session include: Christian Gartmann, Director of Media Partner Relations & Marketing for Publicitas Ltd., and Jean-Christophe Francet, Senior Project Manager & Deputy Head of Business Development for PUBLIGroupe Ltd., the Swiss-based media advertising sales, marketing and management company; Erik Grimm, Research Director of Cebuco, the marketing arm of the Dutch Newspaper Association, and Chris Boyd, President of the International Audit Bureaux of Circulation.
Full details of the conference, which will be hosted by the Hungarian Newspaper Publishers Association and opened by Budapest Mayor Gabor Demszky can be found here. The theme of the conference is, “Reaching new audiences and building new revenues.”
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