Wemf adjusts survey period

As things stand today, the Wemf-certified circulation figures are published in mid-October each year - with a survey period from July to July. This publication date poses a problem for various press titles. As Roland Achermann, Head of Circulation Certification, explained to Werbewoche.ch, the circulation figures are the main argument for many titles in the trade and general-interest press, which do not have MACH figures on reach, vis-à-vis advertisers. For them, the timing of the publication is extremely important - but mid-October is rather too late.

The Board of Directors of Wemf has therefore decided to adjust the survey period in the future to meet the wishes of the media houses. Nothing will change yet for this year's 2016 certification. In the following transition year, the survey period will be shortened from July 2016 to March 2017 and the circulation figures will already be published on September 1. From 2018, a full year will then have to be declared again, namely from April 2017 to and including March 2018. This survey period from April to March and the publication date of September 1 will apply to subsequent years from 2018.

According to Wemf, the quality of the controls and the scheduled publication will not change as a result of the postponement. According to Achermann, comparability will also be maintained. (hae/pd)