Poster whorehouse
Pierre C. Meier on the eclat between the two poster market leaders.
Pierre C. Meier on the eclat between the two poster market leaders.
The current discussion about Swiss poster research (see page 18) leaves us with a bad feeling. The fact that the user group set up by Swiss Poster Research (SPR) was not informed about the implementation problems and differences that had arisen between APG and Clear Channel Plakanda (CCP) is scandalous enough. But the fact that mediation talks between the two providers had been underway for two months was also successfully concealed - both internally and externally. In a press release, APG CEO Kauter unapologetically stated that he was "completely surprised" and "dismayed" by CCP's withdrawal. In good Swiss fashion, the company tried to keep all methodological inconsistencies under wraps. Just don't tell anyone, as it could lead to discussions! This worked perfectly for a while. Now the market's reaction is all the more vehement. The industry associations are protesting and the user group rightly feels that it has been taken for a ride. If we had communicated honestly both internally and externally from the outset, the mood would be more constructive than it is today.
The SPR project, which has been running for five years, has already seen a number of serious differences, which have always been resolved. Now, however, the problems are so serious that an agreement no longer seems possible. We can only speculate about the true reasons for the CCP's withdrawal. Is it the doubt about the reliability of the data, or is it the desire for an internationally compatible and more pragmatic research facility? Is it the cost, or is it the slow progress of the SPR? However, the reasons play a subordinate role. The shambles is there, the damage is great.
The victims are the agencies and advertisers who have been waiting for years for reliable and planning-relevant data for their outdoor advertising. Should it actually come to the point where two non-comparable performance figures are published in future, it would be a disaster for the poster medium - and therefore also for its main providers. CCP and APG must therefore mend the breach, if only in their own interests.
> Pierre C. Meier, Editor-in-Chief
The current discussion about Swiss poster research (see page 18) leaves us with a bad feeling. The fact that the user group set up by Swiss Poster Research (SPR) was not informed about the implementation problems and differences that had arisen between APG and Clear Channel Plakanda (CCP) is scandalous enough. But the fact that mediation talks between the two providers had been underway for two months was also successfully concealed - both internally and externally. In a press release, APG CEO Kauter unapologetically stated that he was "completely surprised" and "dismayed" by CCP's withdrawal. In good Swiss fashion, the company tried to keep all methodological inconsistencies under wraps. Just don't tell anyone, as it could lead to discussions! This worked perfectly for a while. Now the market's reaction is all the more vehement. The industry associations are protesting and the user group rightly feels that it has been taken for a ride. If we had communicated honestly both internally and externally from the outset, the mood would be more constructive than it is today.
The SPR project, which has been running for five years, has already seen a number of serious differences, which have always been resolved. Now, however, the problems are so serious that an agreement no longer seems possible. We can only speculate about the true reasons for the CCP's withdrawal. Is it the doubt about the reliability of the data, or is it the desire for an internationally compatible and more pragmatic research facility? Is it the cost, or is it the slow progress of the SPR? However, the reasons play a subordinate role. The shambles is there, the damage is great.
The victims are the agencies and advertisers who have been waiting for years for reliable and planning-relevant data for their outdoor advertising. Should it actually come to the point where two non-comparable performance figures are published in future, it would be a disaster for the poster medium - and therefore also for its main providers. CCP and APG must therefore mend the breach, if only in their own interests.
> Pierre C. Meier, Editor-in-Chief
