The Research Committee of FIPP (International Federation of the Periodical Press) has published its response to the Blueprint for Consumer Centric Media Research from the World Federation of Advertisers. FIPP supports the main principles of the Blueprint but is critical about the demand for passive measurement systems for all media. A 'hub survey' approach is preferred. The research committee insists on better qualitative measures, the integration of the accumulation of audiences through time in media planning and refining print audience research methods to measure the exposure to the ad rather than the exposure to the medium as is still the case today.
I am proud to have initiated an contributed to this document that will serve as an international guideline for the development of future magazine audience research methods.
Download the PDF to read the full text of the response.
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Posted on: 1/04/2009