Test study for the differentiation of digital channels
With its "Print and Digital Channels" pilot study, WEMF demonstrates how the market's desire for a more differentiated reporting of web offerings from print-based media brands could be addressed in the future.
The test data will be available to all interested parties starting Nov. 17, 2014, according to a statement Wednesday. Wemf hopes that many will test the proposed approach and contribute through their feedback to either confirm or improve the solution offered.
With the issue of the Total Audience 1.3 study in March 2014, Wemf published the combined reach of the print edition and the respective corresponding web offering of a media brand at currency level for the fourth time. The media reaches calculated in cooperation with Net-Metrix correspond in each case to the combined results of the intramedia studies Mach Basic and Net-Metrix Profiles.
However, there is additional demand in the market for differentiated identification of the various digital offerings. The development process for an extended Net-Metrix profile study, in which the individual digital channels are also reported, has not yet been completed. For this reason, Wemf is launching a test study that breaks down digital offerings by usage device and shows e-paper usage separately. The basis is formed by newly collected survey data on the use of digital channels in the Mach basic survey.
With the test study, Wemf provides the market with a possible interim solution until Net-Metrix can offer an analog study based on measurement data.
"Historical data" for test study
The test study Print and Digital Channels is deliberately based on "historical data" from the studies Mach Basic 2014-1 and Net-Metrix-Profile 2013-1/2013-2. The focus of the test is on the chosen methodological approach rather than the concrete results. The data are therefore not to be compared with those from the Total Audience 1.3 or MACH Basic 2014-2 studies.
The method description and the data of the test study are available via the website Wemf.ch open to all interested parties from Monday, November 17, 2014.
The discussion is opened
With the test study, Wemf is presenting media companies and media planners with a possible approach to how digital channels could be identified in the future. The data can be used to gather initial experience for the discussion on how media brands should be recorded and mapped in the future. It is planned to subsequently incorporate the findings from the industry discussion into the further development of the Mach Basic and Total Audience studies.
