THE Australian Suburban Newspapers Association expects the recent awarding of its readership surveys contract to AC Nielsen will deliver a compelling case for advertisers looking beyond the major daily newspapers.
The contract adds print to AC Nielsen’s client portfolio and foreshadows a greater role in the print media for the high-profile research and analysis group.
The lucrative contract was awarded to AC Nielsen following a competitive pitch against four research organisations, including the incumbent, Roy Morgan.
“Part of the (tender) process was consultation with media buyers and advertisers,” AC Nielsen Media International general manager client services Jason Ward said.
AC Nielsen’s bid for a share of the print media market has been prompted in part by a major overhaul of the television ratings service earlier this year, whereby Advanced Television Research took over the role of metropolitan television audience measurement.
Fairfax Community News-papers general manager Ian Crowther says AC Nielsen offers a viable readership alternative that ASNA members believe will deliver greater awareness and credibility for suburban news-papers. The figures compiled by AC Nielsen also will be subject to an independent audit appointed by ASNA.
Mr Ward said the appointment of an independent auditor to ensure the accuracy of the figures was critical to the contract.
“This means advertisers can have greater confidence in the figures that are published,” he said.
AC Nielsen International, Aust-ralia managing director Helen Overmyer said that, for the first time in the history of readership surveys in Australia, the figures would be subject to an audit by an industry appointed auditor.
Ms Overmyer said it was hoped that a greater focus on the profile of readers would deliver a better understanding of suburban papers’ readership and deliver a stronger case for prospective advertising clients.
