Fairfax Media NZ & APN Research
Fairfax Media New Zealand & APN New Zealand National
Readership Research: Needs Review, January 2007
Fairfax Media and APN New Zealand have jointly commissioned the services of Professor Peter Danaher and Barry Williamson to review the needs of key stakeholders for improved Print Readership Research.
Both Fairfax and APN believe a review is timely to ensure the quality of readership research matches the needs of a rapidly changing and increasingly dynamic media market.
The decision to conduct an independent review is to gain a clearer understanding of the information needs of our advertising partners in driving print measurement forward, rather than a reflection of any issues with the current print measurement service or currency provider, Nielsen Media Research. Both Nielsen Media Research and Roy Morgan are aware of the review and are happy to be involved in the process.
The intention of Fairfax and APN is to take a “clean slate approach” that allows us to fully understand the needs of key stakeholders as we set the future direction of Readership Research. It is imperative that we continue to deliver and build upon a credible, robust and timely survey, and to achieve this the methodology, structure and reporting systems must allow best practice to be combined with technology advances to ensure the long-term sustainability of the readership currency.
Peter’s experience at Auckland University and as the Readership Research Auditor, combined with Barry’s expertise in the media industry will bring a wealth of knowledge to the process. Research participants from a broad range of stakeholder groups will be invited to participate in in-depth interviews.
Fairfax and APN wish to make this a transparent process and invite participation by any interested publishers, advertisers, media and creative agencies.
The Newspaper Publishers Association, Magazine Publishers Association, CAANZ and Media Independents, and Nielsen Media Research will be provided with a copy of the full scoping document and their respective members will be offered the opportunity to submit questions for the review process and / or share results.
Interviews will begin in late January and it is envisaged the research will be concluded by the end of April 2007.