"Thanks to AIS, Media Focus also moved".
Tobias Trevisan, publishing director at NZZ, provides data to AIS, but also uses statistics from Media Focus (MF).
Tobias Trevisan, NZZ Publishing Director, supplies AIS with data, but also uses statistics from Media Focus (MF).WW You are a user of advertising statistics data and will soon be switching from MF to AIS. Why?Tobias Trevisan We used both systems in 2004 and realized that AIS has advantages: It is significantly cheaper, and the data is more suitable for our purposes, harder.
We wanted to test the AIS first, and AIS had no historical data. This deficiency will be remedied in 2005; we only need historical data going back two years.
You are also a data supplier, you provide AIS with the NZZ volume and the supplement data. What do you receive in return?
We are already receiving remuneration for 2004, the second year of data delivery. This covers our expenses for the data delivery. However, we paid the regular price for the AIS data we received, which was higher than the remuneration. The idea of AIS, however, is that at some point the remuneration for the data delivery is equal to the costs for the data procurement. MF is different: MF measures the newspaper pages itself. But now he has asked us whether we can also supply him with the insert data ...
But publishers don't do that.
Why are you boycotting MF?
We are not boycotting MF. MF wanted to receive the insert data free of charge, but other data suppliers such as Publisuisse can obtain the MF data free of charge in return. That is why we also asked MF for something in return. However, we have not yet received a reply.
You are also Chairman of the Wemf Board of Directors and therefore the supreme head of the AIS: what is your assessment of the first year of the AIS? The AIS was born out of dissatisfaction with MF in terms of data scope, data quality, delivery speed and price. From our point of view, AIS is superior to MF: it is faster, more accurate and cheaper. In addition, the new situation meant that MF was also on the move. It finally began to respond to the needs of data users. It became faster and now checks, for example, whether it also wants to show inserts.
The AIS also caused unrest among clients because it introduced a second currency - and not uniformly across all media.
This is a disadvantage, but I don't consider it as important in view of the advantages mentioned above. Every data user is free to choose their own statistics provider.
The AIS, which is not profit-oriented, grants the data providers an initial remuneration. Does that mean it is already self-supporting?
I can't comment on this at the moment because we don't have the annual financial statements yet.
AIS data for VSW advertising site statisticsWemf and PubliGroupe have decided to feed the VSW statistics with AIS data in future. This is confirmed by Tobias Trevisan. The changeover is planned for the beginning of 2005. "This will create a uniform database and eliminate the need for double entry," says Trevisan. However, this will not lead to a currency break. Trevisan: "The guidelines regarding the data reported by publishers for the compilation of VSW statistics correspond to those of the AIS." (mk)
Tobias Trevisan, NZZ publishing director and top AIS boss: "We are not boycotting MF."
Interview: Markus Knöpfli
We wanted to test the AIS first, and AIS had no historical data. This deficiency will be remedied in 2005; we only need historical data going back two years.
You are also a data supplier, you provide AIS with the NZZ volume and the supplement data. What do you receive in return?
We are already receiving remuneration for 2004, the second year of data delivery. This covers our expenses for the data delivery. However, we paid the regular price for the AIS data we received, which was higher than the remuneration. The idea of AIS, however, is that at some point the remuneration for the data delivery is equal to the costs for the data procurement. MF is different: MF measures the newspaper pages itself. But now he has asked us whether we can also supply him with the insert data ...
But publishers don't do that.
Why are you boycotting MF?
We are not boycotting MF. MF wanted to receive the insert data free of charge, but other data suppliers such as Publisuisse can obtain the MF data free of charge in return. That is why we also asked MF for something in return. However, we have not yet received a reply.
You are also Chairman of the Wemf Board of Directors and therefore the supreme head of the AIS: what is your assessment of the first year of the AIS? The AIS was born out of dissatisfaction with MF in terms of data scope, data quality, delivery speed and price. From our point of view, AIS is superior to MF: it is faster, more accurate and cheaper. In addition, the new situation meant that MF was also on the move. It finally began to respond to the needs of data users. It became faster and now checks, for example, whether it also wants to show inserts.
The AIS also caused unrest among clients because it introduced a second currency - and not uniformly across all media.
This is a disadvantage, but I don't consider it as important in view of the advantages mentioned above. Every data user is free to choose their own statistics provider.
The AIS, which is not profit-oriented, grants the data providers an initial remuneration. Does that mean it is already self-supporting?
I can't comment on this at the moment because we don't have the annual financial statements yet.
AIS data for VSW advertising site statisticsWemf and PubliGroupe have decided to feed the VSW statistics with AIS data in future. This is confirmed by Tobias Trevisan. The changeover is planned for the beginning of 2005. "This will create a uniform database and eliminate the need for double entry," says Trevisan. However, this will not lead to a currency break. Trevisan: "The guidelines regarding the data reported by publishers for the compilation of VSW statistics correspond to those of the AIS." (mk)
Tobias Trevisan, NZZ publishing director and top AIS boss: "We are not boycotting MF."
Interview: Markus Knöpfli
