NADbank participates on the Media Measurement Integration Task Force (MMITF). This international group meets twice a year and shares information about online and cross-media measurement of newspapers.

At the recent meeting in April, presentations were made by:

• The UK Newspaper Society regarding their new print/online readership model
• The Guardian (UK daily newspaper) regarding their recent proprietary readership survey and their strategy of selling total weekly readership – print and online
• The UK Internet Advertising Bureau
• Nielsen Online regarding their measurement offerings
• Mediaedge discussing their media research needs
• Hitwise, a census measurement organization, who reviewed their techniques
• NADbank who presented an update on the daily newspaper industry in Canada highlighting the breadth of data available in the study

The NADbank study and its research and development programme are recognized internationally as leading edge. The study is envied for its quality and comprehensiveness. As well as sharing the work we do with other members of the task force, the information we get access to is a valuable resource for the Roadmap Committee.

There will be an area on the NADbank website to house an overview of the committee’s work and the presentations that are made available to the committee. WAN is planning to set up an area on their website to house the information gleaned from this task force. Their objective is to provide an educational tool for newspapers and their buyers to better understand each other’s needs as well as generate measurement ideas. Once the website is available, we will add it as a direct link from the NADbank website.