PMB fall biannual readership results
due October 6
The Print Measurement Bureau (PMB) has announced that the results of its first-ever biannual release will be made on October 6. The twice-yearly release (spring & fall) is intended to give subscribers the most up to date and timely readership, product and brand data demographics, lifestyle and psychographic information.
"Reactions to the move to biannual release has been very favourable across all sectors of the media industry," Steve Ferley, president of PMB, told Media in Canada. "All sectors recognize the need for data suppliers to be as current and up-to-date as possible with their deliverables. This move is intended to add frequency to the reliability."
Labels: PMB, readership, research
posted by D. B. Scott at
11:38 am
1 Comments:
Oh please! I doubt that reactions to the move to bi-annual release have been very favourable.
All this has done is create more boring work for users of the data as all media plans and media kits will soon be obsolete. A twice-yearly release offers little of value as 3/4 of the respondents to the Fall release are already in the Spring sample.
If there were 25,000 new people surveyed every 6 months, then one could argue that the data is current. What's being done is bogus.
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