Newspapers work to tender industry survey
Posted by Simon Day on June 11, 2009 at 1:16 PM
Australian newspaper publishers have started a multimillion-dollar fight for the right to conduct the country's first industry-funded and managed readership survey, The Age reported Thursday. As a result of an extended dispute with longtime research provider Roy Morgan, the survey has been offered to local and international researchers for tender.
The industry based readership survey was initiated two weeks ago by industry group Newspaper Works, a product of Fairfax Media, West Australian Newspapers, APN News & Media and News Ltd.
The industry based readership survey was initiated two weeks ago by industry group Newspaper Works, a product of Fairfax Media, West Australian Newspapers, APN News & Media and News Ltd.
Roy Morgan was yesterday told of the group's decision to tender the survey shortly before a media briefing. The company's chief executive, Michele Levine, said the company would boycott the tender process and offer its own independent industry data analysis service.
"The real issue is control and independence," Levine said, according to The Age. "We're not going to stop our survey. We won't bid. We're going to keep conducting our survey and selling the data and the market will decide which information it believes - that which comes from newspapers or independent data."
Newspaper Works chief executive Tony Hale said he hoped Roy Morgan would bid for the contract, saying he is "not making a judgment" on data quality.
But Hale suggested tender will bring the industry the best data possible, The Australian reported today.
"And we have greater sophistication from media agencies in the way they are planning and buying media: most of the buying agencies have their own proprietary tools which they use to judge both channel planning and media buying," he said.
However, Hale did reveal certain concerns with current data collection methodology, such as fearing certain consumer segments are neglected by face-to-face interviews, such as younger audiences more affluent readers and those living in secure apartment buildings or gated communities, he said.
The tender is expected to attract international research groups TNS, Ipsos, Nielsen and another international player, which will likely adopt a joint venture with a local researcher, The Australian reported.
"The real issue is control and independence," Levine said, according to The Age. "We're not going to stop our survey. We won't bid. We're going to keep conducting our survey and selling the data and the market will decide which information it believes - that which comes from newspapers or independent data."
Newspaper Works chief executive Tony Hale said he hoped Roy Morgan would bid for the contract, saying he is "not making a judgment" on data quality.
But Hale suggested tender will bring the industry the best data possible, The Australian reported today.
"And we have greater sophistication from media agencies in the way they are planning and buying media: most of the buying agencies have their own proprietary tools which they use to judge both channel planning and media buying," he said.
However, Hale did reveal certain concerns with current data collection methodology, such as fearing certain consumer segments are neglected by face-to-face interviews, such as younger audiences more affluent readers and those living in secure apartment buildings or gated communities, he said.
The tender is expected to attract international research groups TNS, Ipsos, Nielsen and another international player, which will likely adopt a joint venture with a local researcher, The Australian reported.
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