More up-to-date print data
"Forschung Mach Basic" and "Mach Consumer" will be published on a semesterly basis going forward.
Starting next year, Wemf will no longer publish the Mach Basic and Mach Consumer studies annually, but in the spring and fall. The next publication of the two studies will take place as planned on September 13, 2005, the 1/06 edition will follow at the end of March 2006, and the 2/06 studies will then appear in September 2006. "The semi-annual publication rhythm will make the print media genre more attractive," says Carine Lins, Head of Marketing at Wemf.The quality of the data will not change; the sample for Mach Basic will continue to be based on around 23,000 interviews per year or 70 interviews per day (including weekends). However, the publication will now be on a rolling basis. The Mach Basic 2005 from next September will be based on the interviews from April 2004 to March 2005, for the publication in March 2006 the interviews from October 2004 to September 2005 will be used, and for the coverage published in fall 2006 the results from April 2005 to March 2006 will be taken into account.
Due to the semi-annual overlaps, from March 2006 the published coverage will be made up of 50 percent of the interviews for the previous study and 50 percent of new surveys. "The unchanged large sample ensures methodologically stable coverage from one publication to the next," says Lins.
Lins is reassuring when it comes to the additional costs that the publishers have to pay as clients of the studies: "As we don't have to conduct any additional interviews, the cost increase will remain within a tolerable level for the print industry. Only the work steps required for a second publication will have to be financed." The type of publication (CD, online, report volume) will also remain the same. But what is the reason for the double rhythm? "We are responding to a request from the advertising industry for more up-to-date print data," says Lins.
Advertising clients are cautiously pleased. "Is this step really necessary?" asks Jürg Siegrist, Director of the Association of Swiss Advertising Clients. The association has long been calling for an expansion of print research, "but in terms of quality and less in terms of publication frequency," says Siegrist.
Media agencies take a similar view. "The money should rather be invested in the methodology," says Severine Hörler from Mediacom. Peter Hostetter, owner of Mediaxis-MPG, also believes that the benefits of the new publication rhythm will primarily be enjoyed by publishers who are launching or relaunching new publications. "But I'm not clamoring for it myself," he says. And Robert C. Baier from MediaBaier warns of additional costs and effort for agencies. "Or will we also receive 0.5 percent more in fees?" he asks mockingly.
(mk)
Due to the semi-annual overlaps, from March 2006 the published coverage will be made up of 50 percent of the interviews for the previous study and 50 percent of new surveys. "The unchanged large sample ensures methodologically stable coverage from one publication to the next," says Lins.
Lins is reassuring when it comes to the additional costs that the publishers have to pay as clients of the studies: "As we don't have to conduct any additional interviews, the cost increase will remain within a tolerable level for the print industry. Only the work steps required for a second publication will have to be financed." The type of publication (CD, online, report volume) will also remain the same. But what is the reason for the double rhythm? "We are responding to a request from the advertising industry for more up-to-date print data," says Lins.
Advertising clients are cautiously pleased. "Is this step really necessary?" asks Jürg Siegrist, Director of the Association of Swiss Advertising Clients. The association has long been calling for an expansion of print research, "but in terms of quality and less in terms of publication frequency," says Siegrist.
Media agencies take a similar view. "The money should rather be invested in the methodology," says Severine Hörler from Mediacom. Peter Hostetter, owner of Mediaxis-MPG, also believes that the benefits of the new publication rhythm will primarily be enjoyed by publishers who are launching or relaunching new publications. "But I'm not clamoring for it myself," he says. And Robert C. Baier from MediaBaier warns of additional costs and effort for agencies. "Or will we also receive 0.5 percent more in fees?" he asks mockingly.
(mk)
