Old problem, new consequences

Advertising statistics The poster medium, or more precisely the market leader APG, poses a problem for the advertising sales statistics of Media Focus (MF) and Wemf: As agreed, APG only supplies invoiced sales from the previous month. However, as orders are only invoiced after they have been posted, it needs about two weeks more time. But it does not have this time. For this reason, there are always late reports and corrections to the poster figures, resulting in strong monthly fluctuations. The current monthly data for posters is also not comparable with that of other media. The problem is an old one, but since the beginning of the year MF has refrained from publishing monthly statistics (WW 11/04). However, customers can still access the available data. Wemf is different: it still publishes its Advertising Index Switzerland. But with incomplete data on outdoor advertising. Both companies are looking for solutions with the poster providers, as all sides confirm.
(mk)