WAN plans new global metric for print and online

The World Association of Newspapers (WAN) has launched an initiative to develop a new measurement standard for newspaper readership, both print and digital. A media measurement integration task force has been established by the organisation to explore the possibility of global standards for combined print and digital measurements. The group intends to survey hundreds of media buyers worldwide and hopes the survey will identify ways agencies and newspaper companies can collaborate more effectively on buying advertising across platforms. A standardised, combined print and digital currency, WAN claims, would assist with planning cross-media advertising campaigns. The task force will meet in June in New York to discuss the results of the survey and proposed strategies. (Journalism.co.uk,February 23, 2007)

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