Data please without defects

Advertising statistics The fact that Wemf and Media Focus (MF) will each be offering advertising statistics from January 1 is no cause for celebration for the Swiss Advertising Association (SWA). He wants to find out from the largest SWA members by means of a questionnaire what their actual needs are. MF and Wemf were asked to merge their statistics at an Igem event in November (WW 43/03). Does the SWA also want to do this? "Not in the first instance," says Siegrist. The SWA primarily wants customer and market-oriented data without methodological flaws, but with a uniform basic currency. This should also be affordable. (mk)