An open tender process has been announced for newspaper readership measurement aimed to provide publishers and advertisers with the best metrics.
The members of The Newspaper Works, News Limited, Fairfax Media, APN News & Media and West Australian Newspapers have each supported the latest board meeting decision to proceed to an open tender for readership measurement.
The decision to conduct a tender follows a wide-ranging and comprehensive review of the newspaper readership measurement system, whereby The Newspaper Works examined best practice readership measurement systems internationally and consulted with major newspaper publishers and advertising industry groups.
"The global media landscape is rapidly changing and it is of vital importance to the newspaper industry to be able to access the best possible measurement information to keep pace with the changes in consumer behaviour and gain a deeper understanding of how consumers interact with the medium," The Newspaper Works CEO Tony Hale said.
"Our $4 billion industry commands the biggest share of advertising expenditure and we want to ensure that advertisers and media buyers are equipped with the best available measurement system so that we can continue to provide accurate and relevant insights in to the strength and power of newspapers," Hale said.
Details of the tender are yet to be announced, however, it is likely to include requests for tendering companies to provide measurement of newspapers across multiple platforms including print, online and mobile content technologies, and incorporate contemporary methodologies for the measurement of audiences.
The Newspaper Works will seek a collaborative approach with all industry stakeholders including the Media Federation of Australia, the Australian Association of National Advertisers and the Advertising Federation of Australia.
Notices for expressions of interest both in Australia and internationally are to be published in the near future.
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