The Media Measurement Integration Task Force (MMITF) is an international coalition of media organisations, and an initiative of the World Association of Newspapers. The MMITF launched in February 2007, and meets twice per year, in New York and London.

The MMITF's mission is to explore and communicate the opportunities to measure and report newspaper branded audiences and their value across multiple platforms to newspaper industry stakeholders.
 
The MMITF website provides newspaper executives, media buyers, research and measurement organisations and newspaper associations with the latest research and insights regarding the rapidly changing landscape of online media metrics and the development of a standardised print and web metric.  As newspapers develop their use of the internet as a publishing platform new metrics will provide valuable tools to ascertain an accurate picture of the newspapers' impact with consumers and for advertisers.

The MMITF includes members who are executives at the world's most prominent media measurement organisations. This website was built for publishers, researchers, measurement experts and media buyers about the fast-evolving development of print-Web metrics. The development of a combined metric will better reflect the readership of newspapers in today's multimedia world, compared with print-only and Web-only metrics.
 
The Task Force has identified the importance of educating publishers and media buyers about the types of metrics being promoted and the value of having standardised and integrated print-Web metrics.  This website contains presentations and research papers from members and from guest speakers at MMITF meetings from advertising agencies and research houses about the advancements in cross-media measurement around the world.

The detailed minutes from the last two MMITF meetings can be downloaded here:
o    New York, September 2008
o    London, April 2009

A compilation of essays about cross-media measurement, and an overview about MMITF can be downloaded here

 
Next meeting for the MMITF is in New York on September 23-24, 2009. For enquiries, contact Larry Kilman at lkilman@wan.asso.fr