The members and board of Print and Digital Media South Africa (PDMSA) have endorsed the recommendations contained in the South African Audience Research Foundation’s Future Proofing project, an initiative diesned to explore best practices in audience measurement across multiple media platforms.
“PDMSA is committed to partnering with stakeholders to ensure the long-term sustainability of the industry. This includes keeping abreast of current and future research trends in audience measurement practices to ensure the survival of the media industry,” said PDMSA chief executive officer, Ingrid Louw. The PDMSA co-funded the ‘futureproofing’ research.
Louw said the project acknowledged that the fast-moving sector had led to an increasingly fragmented media environment and needed to examine and explore ways of leveraging the synergies and inter-media relationships that have existed for many years.
“We are of the view that it is imperative to collaborate and co-operate with other media stakeholders, marketers and industry associations to ensure the credibility of the currency going forward. This will also allow for links to the audiences of the various media types and the relevant components of the establishment survey,” says Louw.
The PDMSA’s preferred measurement model consists of the establishment of a joint industry survey that will provide a common currency for inter-media comparisons; and an independent print audience measurement system (PAMS).
Louw said dredible and reliable measurement of audiences is a critical element for media owners, advertisers and marketers as it enables industry players to track their return on Investment in terms of advertising spend.
“The print media industry will continue to support a shared and participative approach and has always been guided by the SAARF principle of a fair and equitable funding model. Its contributions over the past few years are aligned to the proportionate cost and benefit derived from SAARF and AMPS. Despite the developments at SAARF in the last few months, PDMSA looks forward to future round table discussions with all key stakeholders to forge the way forward,” PDMSA said in a statement.
