Still too little information about online users

There is still no reach study that satisfies both publishers and the advertising industry. Neither the Mach-Basic studies nor the Total Audience Study by Wemf and Net-Metrix provide them with informative figures. The Total Audience Study only shows the number of total users - i.e. print and online - and any double use of a media offering. It is still in the test phase. But the advertising industry needs additional information, said Wemf marketing manager Urs Wolfensberger in response to an inquiry from the SDA news agency. For example, about the device used for digital use. Specifically: whether a reader gets the news via computer, tablet or cell phone. Depending on the device, the advertising has more value because it can be placed more visibly. To make matters worse, advertisers can never buy the entire readership online, as they may consume news regionally, at different times, and guided by interests. Collecting all these details and more is today's challenge, Wolfensberger said. Wemf is planning a pilot study that will cover many of these challenges in order to create a basis for discussion. (SDA)

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