The Media Measurement Integration Task Force (MMITF) is an
international coalition of media organisations, which launched in
February 2007. The mission of the Task Force is " to explore and
communicate the opportunities to measure and report newspaper audiences
across multiple platforms to newspaper industry stakeholders."
The
MMITF website provide newspaper executives and media buyers 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.
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The Media Measurement Integration Task
Force, a World Association of Newspapers (WAN) initiative, includes
members who are executives at the world's most prominent media
measurement organisations. This website was built for publishers 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. The task force conducted a small online survey of
media buyers in five countries in May 2007, which indicated that many
buyers believe in the importance of a combined metric, as well as
reliable print and online metrics. As well, the survey suggested that
many buyers are misinformed about the degree to which print and Web
statistics are audited and verified. A Powerpoint presentation about
this non-scientific "snapshot" survey is also available on the Website.
The
task force was created in February to explore the possibility of global
standards for combined print and digital measurements. The mission
statement of the task force says:
Next meeting for the MMITF is in London, on 19-20 November. For enquiries, contact Martha Stone at mstone@wan.asso.fr