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Shortlist Announced for Newspaper Readership Tender, Fairfax and MPA Back Out

11 Dec 2009

The Newspaper Works today announced the three leading multinational research companies that have been shortlisted to formally tender for a new Australian newspaper and magazine readership system.

 

Fairfax withdrew its support for The Newspaper Works' tender instead announcing it has reached an agreement with Roy Morgan Research on "an improved approach to reader research".

 

Fairfax Media will remain a member of The Newspaper Works.

 

Magazine Publishers of Australia (MPA) has also reappeared and pulled its support of the tender as reported in Ad News.

 

Michele Levine Roy Morgan chief executive officer said: "We are delighted. From our perspective it is terrific that we are working with clients developing products and they are sticking with us.

 

Roy Morgan Research declined to participate in the tender.

 

As reported in Ad News, MPA chairman Nick Chan said: "On balance our members believed it was in their best interest not to proceed any further.

 

"We acknowledge that the needs for magazines are significantly different and newspapers need to evolve their readership metric. We wish them well and remain open-minded to revisit our decision when the metric is available for review."

 

Michael Gill, chief executive of Fairfax's Financial Review Group said: "We are confident that Roy Morgan research will address all of the appropriate requirements of the industry.

 

"We believe the three-way working group that Roy Morgan Research has set up with newspaper publishers and media buyers via the Media Federation of Australia is a constructive way to work on improvements to readership measurement for all parties," Gill said.

 


The three research companies shortlisted in the Newspaper Works tender are:-

 

  • GfK:Mediamark Research & Intelligence (GfK:MRI) - which conducts print research in 18 countries, including the national print media research study in the US;

 

  • Ipsos MediaCT - which has print readership operations in 34 countries, including the UK, France and Australia, and has built more than 20 readership measurement systems around the world in the past 10 years.

 

  • TNS Australia - which is part of Kantar Media, and conducts industry readership projects in 23 countries, including Canada



In a press release announcing the tender shortlist Tony Hale, CEO of The Newspaper Works said an additional benefit of the tender process was the way in which the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA) had collaboratively supported the decision to reform readership measurement in Australia.



The Chairman of the MFA Gary Hardwick said: "Our intention is to evolve the newspaper readership metric, and given the quality of the shortlisted tender companies, the MFA will remain in the tender process."



The shortlisted companies will be issued a formal Request For Tender within the next month and final submissions will be due at the end of March, 2010.



The readership tender has the support of The Newspaper Works board members and shareholders News Limited, West Australian Newspapers and APN News & Media.

 

OPINION/FEEDBACK TO THE EDITOR



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