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The value of published media, an ironic lesson from Netflix

Over the past few years much has been said about the demise of print and the perception that the traditional printed word is no longer the force it used to be. However, it seems that we may be coming full circle as once again the written word is being used to entertain, promote and educate.

 This is particularly evident when companies that are primarily focussed on visual media are opting to make use of published media. Take Netflix for example, the streaming service is using a tactic far removed from the nature of its service to make the best of its movies and TV series stand out. Netflix has announced that it will be publishing its own magazine to, called Wide, to promote their own stars and programmes ahead of the 2019 Emmy Awards. The first issue of Wide is set to launch in June this year.

“As the world of publishing is constantly evolving, we are seeing more innovative uses of the written word to encourage more reading,” says Josephine Buys, CEO at The Publisher Research Council (PRC). “These examples are by no means a once off, but rather a demonstration of the power of reading matter.”

A prime example of encouraging more reading takes place in London where tube commuters are able to read short stories, printed on eco-friendly paper and dispensed free by vending machines installed at Canary Wharf. Author of the short stories, Anthony Horowitz, notes: “What appealed to me was that I travel on the tube every single day and I see everybody buried in apps and games.” These same vending machines have also been installed in locations across France, in Hong Kong and the US.

“The written word provides a depth that is extremely difficult to replicate on other media platforms,” says Buys. “The Publisher Research Council has made great strides in conducting research that promotes the value of reading versus listening, viewing or glancing.”

Many global studies reaffirm this with statistics proving time and time again that time spent with print media is more focused. A Newsworks survey, conducted by PwC discovered that for 60% and 58% of the time spent reading newspapers and magazines respectively, readers are focussed solely on that medium, concluding that a trusted medium, that people choose to pay attention to is more important than ever. *

Insights from the South African Establishment Survey (ES) show that people who read earn more than their non-reading counterparts, across the entire spectrum of society. According to the ES only half of South Africans read newspapers and magazines monthly. However, this percentage grows the higher one moves up the SEM (Socio-Economic Measure) scale. In SEM SuperGroup (SG) 5, the top 10% of the population, 77% read. This same SG also has the highest household income, demonstrating that reading is the key to success and a better life. **

Anyone who has ever studied for an exam or test, knows that reading is the best way to learn, and that the longer one studies the more familiar one becomes with the course material.  Reading media, whether newspapers, magazines or online provides a depth of information unlike any other media. The ability to put it down, pick it up and assimilate information at your own pace is all too often overlooked.

“The PRC’s online library is a rich repository of information that marketers, advertisers and media agencies can draw from,” concludes Buys.

For more information, please visit the PRC’s website at



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Josephine Buys appointed CEO of PRC

The Publisher Research Council (PRC) is delighted to announce that Josephine Buys has been appointed as its CEO. Josephine has a diverse and passionate career history in publishing and marketing, most recently growing and transforming the IAB SA as its inaugural CEO.

Josephine Buys, PRC CEO

The PRC has been conducting pioneering studies in the publishing space since 2016. Josephine will leverage the research and relationships built to date, to drive the company into a new phase of industry involvement, while Peter Langschmidt will continue to focus on the technical aspects of research to ensure it is as accurate a reflection of the reader universe as possible.

As a non-profit company conducting research on behalf of its members, the PRC has made great strides in conducting research that promotes the value of the written word versus listening or viewing. This appointment marks an exciting increase in resources, and an intention to add widespread value to the industry at large. A seasoned marketing and media professional, Josephine is the ideal candidate for the role.

“The PRC library is a rich repository of information that marketers, advertisers and media agencies can benefit from and I look forward to unlocking the value of our reading platforms, being consumed and trusted in a quality environment, to prove that reading is one of the most effective platforms to deliver a significant Return on Investment (ROI),” says Josephine.

“I have always been passionate about reading, whatever the channel. In my new capacity as CEO of the Publisher Research Council, I will be a champion of the written word in all forms.”

Executive Headhunter, Maha Deeb who introduced Josephine to the PRC says: “My brief was to identify someone who would be the voice of the PRC and an ambassador for the power of reading and recall. Media and communications thought leaders and senior executives who I spoke to about Josephine attested to her credibility, passion and drive.”

The PRC welcomes the insights and experience that Josephine brings to fulfil the mandate of the PRC which is to educate the marketplace and sell the inherent benefits and strengths of the written word.

Please visit the PRC’s website at

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New media research structures and surveys tentatively embraced by industry

Towards the end of last year, Kuper Research conducted a survey amongst individuals in the media and advertising industry for the Publisher Research Council (PRC). The objective was to determine and measure perceptions of the new JIC’s vs SAARF, and to determine whether new media research is meeting the needs of users and to ascertain what changes can be made to improve its usefulness.

 “The response rate was very encouraging,” states Lauren Shapiro, from Kuper Research. “We received feedback from advertisers, media agencies and print media owners on their perceptions of how the PRC and PAMS are doing. The responses came mostly from individuals with extensive industry experience and with high levels of familiarity with PAMS.  Importantly, around 6 in 10 had actually used the data and were therefore knowledgeable about the usage of the information therein.”

“As a Joint Industry Council (JIC) for all reading platforms we need to know that we are providing the media and advertising industry with research that is credible, useful and that assists planners in making the right advertising investment to maximise returns,” states Peter Langschmidt, consultant to the PRC.

The research highlighted that that the industry is still in transition, with a spread of opinions as to whether the new multi JIC era research is better than the old SAARF days.  

The survey also required respondents to assess SAARF vs. the current JICs (where they felt they could), by the elements of credibility of the research product’s usefulness, meeting advertiser needs, communication and industry relations.

“In terms of our primary study PAMS, the readership results are believed to be more realistic and believable than they were in AMPS, which is encouraging as we have put a lot of effort into this, especially with world first measures such as core readers which mathematically adjusts readership overclaims inherent in the recency method,” says Langschmidt.

While there is still some level of discomfort among some agencies with regard to the possibility of bias in media research conducted by media owners, the agencies nonetheless seem to be confident that the JICs are trustworthy and are supplying them with credible data.

One of the most interesting findings, was the definitions advertisers were using to define their target markets. There is a spread between Income, LSM’s and SEM’s. This spread again shows that we are an industry in transition.

“Brand defined target markets are unquestionably the best,” says Langschmidt and will deliver an 8-15% greater ROI to advertisers. “It astounds me that brand defined target markets are only used by 38% of advertisers. Our PAMS survey with a sample of 17,000 and over 3,000 brands is far and away the largest sample with over 2,500 more brands than any other media study in South Africa.

We would like to thank every person that responded. Even though there were some concerns highlighted, we will be addressing these this year. The summation would be “cautious optimism” that the PRC seem to be on the right track, but there is always room for improvement.”

For a copy of this study, or any of the other research commissioned by the PRC, please visit the media library section of the PRC’s website at



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Print advertising in the top 10 of consumer touchpoints

In the latest research commissioned by the Publisher Research Council (PRC), conducted using the global Touchpoints model developed by TNS Kantar Germany that measures a total of 23 consumer touchpoints, print advertising cracks the top 10 in the automotive category, placing second, clipped only by Television, in the ‘Paid For’ touchpoints.

‘Touchpoints’, a robust quantitative study comprising 1,000 respondents across seven major metro areas conducted in October and November 2018, reveals that in the automotive industry, print advertising scores highly on key touchpoints driving this category. In fact, Television and Print are the only two media platforms (paid for touchpoints) in the top 10 that is mainly dominated by ‘earned’ touchpoints.

“It is the responsibility of the PRC, through numerous investigations and research, to provide irrefutable proof that READING, whether online or on paper, delivers the highest brand cognition and recall. This we have consistently proved over the past two years, that the written word delivers the highest Return on Investment (ROI), whether used independently or in conjunction with TV,” says Pete Langschmidt, consultant to the PRC.

The central premise behind the touchpoint survey is that brand equity is based on a lifetime of experience with a brand. Touchpoints measures this total brand reservoir vs the interaction with the “touchpoints” within the last three months. The “earned” touchpoints are by far the most powerful in any category. So, the fact the that there are more Toyotas and VW’s on the road and sold each month, just as there are more people drinking Black Label than any other beer in pubs, is a way more powerful indicator of brand love and purchase behaviour than any other touchpoint, including advertising or word of mouth.

The impact of the experience can be measured by using the elements of ‘recall’. We should be asking how many people recall experiencing the touchpoint, and ‘the quality’ thereof and how the experience impacts consumers’ attitude towards the brand. For example, value for money and high safety standards are the key drivers of brand equity in the auto market, supplemented by trust, comfort as well as badge effect.  Consumers consider advertising to be less important in driving equity/brand desire.

In the automotive category, the research found that almost two-thirds (64%) of the respondents are reading newspapers on a weekly basis; four in ten (42%) are reading magazines in comparison to the 52% and 24% respectively in the Establishment Survey of Jan-Jun 2018.

The touchpoint list consists of 23 Paid For, Owned and Earned touchpoints. The automotive market sees a very high (22%) of brand equity that is driven by recent touchpoint experiences. The top ten touchpoints contribute 71% of overall impact on brand equity where Print is an impressive number nine overall (out of 23).  Most of the top ten are Earned touchpoints with Social Media being the only Digital touchpoint in the top ten. It stands to reason the actual vehicle on the road is the best touchpoint for any brand – which the research demonstrates.

*Moving vehicle – paid for advertising (eg. buses and taxis).

Print is the second highest Media/Paid For touchpoint after TV that drives the key touchpoints in the automotive industry. Combined, media accounts for 27% of the impact, similar to all Owned touchpoints which includes test drives, showroom, and car dealer staff amongst others,” explains Langschmidt.

Relative to other media or ‘Paid For’ touchpoints, Print is extremely efficient and delivers five times more impact for its investment in comparison to radio, for example, providing a 1:1 ratio. Even though print only has a 3.8% share of advertising spend, the platform delivers a massive 19.5% share of impact.

There are great synergies between Print and Television. A TV and Print combination yields a 17% uplift whereas this compares to only 12% for TV and Radio. Most notably, TV and Online with no Print yields weaker results than TV on its own, indicating a TV to digital strategy in this category without Print is ineffective.

“In almost every instance the Television and Print combination provides a better impact than a Television/Radio combination,” says Langschmidt.

“The PRC has been investigating the inherent strengths of the written word for a few years now. This ‘Touchpoint’ research goes a long way in proving that Print is an extremely efficient medium, particularly in the automotive category and when combined with a platform like Television delivers exceptional results.

Automotive brands are welcome to make contact with us in order to see how individual brands performed (in a broad sense) across all the various touchpoints.”

For additional information on this or any other research commissioned by the PRC, please make use of the PRC’s website

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Reading delivers the proven best advertising ROI

The Nielsen’s Advanced Analytics team has carried out numerous Media ROI (Return on Investment) studies over the past 3 years. Reading, i.e. Digital and Print combined, consistently deliver the greatest ROI for every R1 spent than any other medium. 

17 brands, across six categories which include toothpaste, analgesics, coffee, snacks and chips, chocolate and liquor (spirits, wine and ciders) were analysed over a 156-week period, resulting in over 2,500 weeks of data being analysed. Actual sales from the Nielsen retail audit were used to measure the ROI.

The Advanced Analytics team conducts very sophisticated regression analysis down to individual store level that includes most elements of the marketing mix. Price of own and competitive brands, national distribution, promotions that includes for example gondola ends and in-store promoters, advertising spend and many other elements. Because the FMCG manufacturers commission and pay for these media ROI analysis, the data is based on actual media expenditure. Previous synergy and other media ROI analysis, conducted by the PRC and other media owners was based on way more inaccurate Adindex rate card data; not actual spend as in this analysis. Never before, in SA media research efficacy history, has an analyses been conducted over such a long period.

“The most difficult aspect of any marketing ROI analysis is to isolate and measure the effects of one particular aspect of the marketing mix,” says Peter Langschmidt, consultant to the PRC (The Publisher Research Council). “There are hundreds of combinations, and media has to be switched on and off continually and sales measured if the regression is going to truly identify the particular advertising medium as the cause of the sales change. This is the primary reason why these case studies are on-going for over three years and are truly robust.”TABLE 1. Median Short-term ROI (Return on Investment) for every R1 invested in each medium.

As the table indicates, for every rand spent, digital performs best and returns R2.30 while print at R1.35 is in third place. A simple average of these two “read” media is a whopping R1.83. So just like a scholar or student investing their time in reading text books or notes to maximise recall and pass their exams, so this study has proved that a marketing investment is also maximised when consumers read, absorb and act upon brand information.

Radio is the only medium where advertisers do not recoup their investment and get a negative ROI.

Adriaan Nel, Lead Advanced Analytics, Nielsen South Africa notes, “This analysis addresses direct short term media impact (3-4 weeks), while more work is needed, our analysis suggests that the long term impact of advertising to be approximately 2 to 3 times that of the short term returns in this report.”

Read media, whether newspapers, magazines or online, provides consumers with an unsurpassed depth of information, unlike any other medium. The ability to assimilate information at one’s own pace and re-read on multiple occasions is an oft overlooked fact. “The PRC have been investigating these inherent strengths of the written word for a few years now,” says Langschmidt, “but these 17 brand studies now provide strong evidence that this detailed product information, prices and comparisons on hundreds of brands and store locations translates directly into more sales at the till and a better advertising ROI.”

The full presentation can be viewed at

For additional information, please make use of the PRC’s website .

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PRC and Nielsen launch first fused survey in South Africa

The PRC (Publisher Research Council) and Nielsen launched the first ever fused dataset in South Africa at packed out launch events in Johannesburg and Cape Town. This new and comprehensive brand dataset is changing the face of research in this country while adapting to current consumer behaviour.

According to Jonathon Wells, Senior VP at Nielsen Watch in the USA, and guest speaker at the fusion launch, “Long established market research methodologies are being challenged by the way the consumer environment is changing. The usefulness of so-called single source solutions, while long acknowledged as the “gold standard” is being challenged.”

Alternative approaches are needed to adapt to changing consumer behaviour, referred to as fragmentation or simply put – consumers have more choice!

The PAMS/CPS product is a great example of those alternatives in action. The product relies on Fusion, a modelling solution that addresses this fragmentation head on, by combining multiple data sets into something much more powerful.

“Simply put, Fusion reduces the cost and practical difficulties, especially time, in capturing all the data that is required in a single-source survey,” says Peter Langschmidt, consultant to the PRC. “Fusing our two existing surveys, with their common hooks, was the obvious choice as Nielsen already have approximately 50 Fusion projects running all over the world, and now in South Africa too.”

During the launch event a surprise guest, in the form of Jos Kuper who several years ago was instrumental in developing the current model for audience research, made her voice known offering support to the fusion project. She reiterates, “The world is not the same as it was 50 years ago when AMPS was the ‘gold standard’, there’s a new global ‘gold-standard’ relevant to a far more complex and diverse media landscape. Even since the future-proofing audience research exercise, fusion has become a more successful technique and I whole-heartedly stand by the Nielsen and PRC approach to implementing the model we presented to the SAARF board five years ago.”

Brands have been seamlessly integrated into PAMS in media planning software, and appear with the cross-tab selection fields as “Brands – Ever” and “Brands – LMH”. “It’s business as usual,” says Langschmidt. “It’s fully integrated and the brands appear exactly as they did in the single-source AMPS.“ FMCG brands can now be profiled for the first time on SEMs.

Looking at the top line fused data; there are 5 694 “brands” in CPS and of these 3 138 in 210 categories are included in fusion. However, many brands sell in multiple categories and after these are removed, there are 1,816 brands in the true sense of the word of customers having a relationship with the brand. Incredibly, a single household buys 136 brands per annum, that’s 2,38% or 1 in every 42 brands on the shelves.

Purchase incidence and sales profiles of all 210 categories across the SEM SuperGroup’s were discussed in the presentation. For example, the number of brands bought by households (HH) varies considerably from 116 in SuperGroup 1 to 168 in SuperGroup 5.

“The launch can be best described, as Fusion 101 in South Africa, however, in future we need to look at six monthly or quarterly fusions,” says Langschmidt. “The real power of CPS would lie in CPS subscribers fusing the complete CPS category and brand data including price, purchase cycles, pack sizes, where the brands were bought and much more, with PAMS and other media studies. Here both the client and the agency would have the complete fused data set, which will take media planning and advertising ROI to a new level.”

“I believe that we have clearly demonstrated, that the benefits of the PAMS/CPS fused dataset far outweigh single-source surveys,” concludes Langschmidt. “At a cost of around a quarter of a classic diary, and the inclusion of 200 000+ audited purchases over a 12 month period, fusion delivers a far superior result than previous methods.”

The fused dataset, known as PAMS BRANDS 2018 will be released by all software bureaus at midday on Friday 28th Sept. The PAMS BRAND 2018 Fusion Technical Overview can be found on the PRC website at

For additional information and more in-depth data of titles, please make use of the PRC’s website or contact the PRC on 011 326 4041.

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Data fusion launches!

The PRC (Publisher Research Council) and Nielsen’s first fused dataset, comprising PAMS (Publisher Audience Measurement Survey) and CPS (Consumer Panel Survey) will be launched this month on Wednesday 26 September in Johannesburg and Friday 28 September in Cape Town.

 #Fusion2018, the newly fused PRC PAMS and Nielsen CPS data is an exciting innovation in South Africa’s consumer and media landscape, providing vital consumption data for manufacturers, media agencies and publishers.“In addition to the actual launch, we’re excited to announce that Jonathon Wells, Senior VP at Nielsen Watch, will be the guest speaker at the Jo’burg launch,” says Peter Langschmidt, consultant to the PRC. “He will provide insights into this internationally accepted method of research and our fused dataset of almost 200 consumer goods categories and more than 3 000 brands that includes the PAMS retail, mobile, automotive and banking branded data.”

Wells leads the Data Science team that supports Nielsen’s International Watch Business. He focuses on the design, delivery and support of the measurement solutions that underpin Nielsen’s Total Audience strategy across markets around the world.

Johannesburg Fusion Launch

Date:   26 September 2018

Time:   09h00 for 09h30

Venue: Bryanston Country Club


Cape Town Fusion Launch

Date:   28 September 2018

Time:   09h00 for 09h30

Venue: One&Only Cape Town


“We look forward to sharing this dataset and seeing all of our industry colleagues at the launch,” concludes Langschmidt.

PAMS documentation and all Media Software bureaus where the fused data will be available can be found on the PRC website at

For additional information and more in-depth data of titles, please make use of the PRC’s website or contact the PRC on 011 326 4041.

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Utilising technology for better research

Advances in technology and computing power make it possible to fuse multiple research surveys. Essentially there is no more need for outdated brand diaries in 2018.

“Picture this,” says Peter Langschmidt, consultant to the PRC (Publisher Research Council). “It’s 1975 and paper diary research is state-of-the-art when conducting FMCG brand research. It’s now 2018, with exponential advances in technology and statistical methods available to the research industry, and yet in some circles, archaic diary surveys are still being implemented.”

Within the next few months, the PRC and Nielsen will be fusing their two respective data sets PAMS (Publisher Audience Measurement Survey) and CPS (Consumer Panel), and at a later stage both of these with the Narrative (previously Effective Measure)’s online audience data. This fused data sets offer numerous advantages over traditional diary surveys.

The biggest advantage is the cost, since fusion offers a 25% bigger sample for less than a third of the cost of a diary, and about 15 times less than creating a panel from scratch.  South Africa is a small country and it is frankly irresponsible to ask marketers to pay for data (even indirectly) when it is already available for a fraction of the cost via fusion.

In addition, existing panel data can be continually fused in the future as opposed to a single week diary snapshot. The fused data is also based on actual bar code verified and audited purchases, not claimed purchases that are subject to memory decay and significant  over- and under-claiming of certain product categories. In addition, the Nielsen CPS panel comprises of over 5000 FMCG brands as opposed to only about 2000 that can be accommodated on an AMPS type diary.

“Combining or fusing robust 20-year ongoing Nielsen FMCG panel data with PAMS makes the most sense. When one considers that PAMS data already includes retail, automotive, mobile and banking branded data, marketers and their agencies will soon have all the data they had in AMPS.

It’s time we stopped being trapped in a time warp and joined the rest of the world, employing the best and most commonly used practice of data fusion from multiple sources. This will offer more detailed, audited and comprehensive branded data at a fraction of the cost of any other solution,” concludes Langschmidt.

PAMS documentation and all Media Software bureaus where the fused data will be available can be found on the PRC website at

For additional information and more in-depth data of titles, please make use of the PRC’s website or contact the PRC on 011 326 4041.

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Data Fusion is Now!

Fusion is no longer the vision in research, but rather the preferred solution. The first fused media and brand data will be available to the media industry as soon as August this year comprising of the PRC’s PAM S and Nielsen’s Consumer Panel. The PRC plans to fuse Narratiive’s (formerly Effective Measure) online data to PAMS to produce an integrated data set of print title and site brand consumption.

“Single source is dead!” says Peter Langschmidt, consultant to the PRC (Publisher Research Council). “As the world becomes more complex, markets are fragmenting and inevitably this single source data no longer does the trick like it used to.”

It’s easy to see how this archaic type of survey no longer offers a viable solution. The questionnaires are extremely long as more questions are required to understand the complexity of modern lifestyles. Consumers are acutely aware of their time constraints in this “connected metropolitan” world and so there are inevitably fewer respondents prepared to answer long interviews and fewer responses per question. This all leads to poorer quality of response which in turn delivers mediocre data.

“Fused data is the internationally accepted method of research, and this was the solution recommended to SAARF in the detailed future proofing study conducted way back in 2014,” confirms Langschmidt. This preferred method brings previously separate media assets together for the most granular view of consumers while at the same time providing cross platform behaviour.

The PRC and Nielsen will, within the next few months, be fusing their two respective data sets PAMS (Publisher Audience Measurement Survey) and CPS (Consumer Panel), and later this year, Narratiive’s online data. This will bring vital consumption data to manufacturers, media agencies and publishers at a fraction of the cost of that of proposed new media surveys planned for next year.

In addition to multi-study fusion being the global best practice and most cost-effective methodology, it makes no sense to build new panels from scratch at great expense to marketers when Nielsen have been running a consumer purchase panel of 4000 households that has been accepted and used by manufacturers for over 20 years. The CPS has actual bar-coded and audited purchase and consumption data of 5000 brands by retailer by purchase cycle.

This strongly raises the question – why must brands be compelled to pay millions of Rands and wait until the end of next year to establish a panel that performs the same function as an existing panel that is already subscribed to by manufacturers The PRC already provides Retail, Automotive, Mobile and banking branded data in PAMS and this CPS diary fusion will add another 5000 FMCG brands and be freely available to the marketplace in August this year.

PAMS documentation and all Media Software bureaus where the fused data will be available can be found on the PRC website at

For additional information and more in-depth data of titles, please make use of the PRC’s website or contact the PRC on 011 326 4041.


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PRC introduces the TOC (Technical Oversight Committee)

 In order to deliver credible and objective data, the Publisher Research Council (PRC) has introduced the TOC (Technical Oversight Committee) to guarantee the authenticity of PAMS (Publisher Audience Measure Survey) and other surveys it conducts.

“Media owners and Joint Industry Councils (JIC) like the PRC that conduct their own research have been accused of ‘marking their own homework’,” says Peter Langschmidt, consultant to the PRC. “To overcome this perception that media owner audience research is flawed and biased, the PRC has established a panel of independent experts to validate and approve the authenticity of the PAMS data.”

The TOC comprises both local and internationally respected and experienced media experts. These include Mike Nussey, Elana de Swart and international research guru Peter Masson.

The local industry leaders are well respected for their views and are long standing stalwarts within the South African media industry. Elena’s media strategy career started in 1979 with DM&M. She worked at various internationally-aligned advertising agencies (Y&R, Draft FCB, Leo Burnett) as media director, board member and for some, as shareholder. She has also served on the board of SAARF (SA Advertising Research Foundation).

Mike Nussey has nearly 40 years’ experience in this industry since starting as a media planner in 1981 at De Villiers & Co moving through the ranks as account director, managing director, and CEO.

Peter Masson, from Sesame Systems and Bucknall and Masson in the UK has over 50 years media experience. He began his career as a media planner and then moved onto creating media planning software. He is internationally renowned as being at the forefront of media research.

These industry experts, together with PRC consultant Langschmidt form the TOC, with over 150 years of combined media and research experience, have scrutinised the PAMS research methodology, sample and practices and confirmed the validity and data integrity of the PAMS data.

“We believe that the introduction of this Technical Oversight Committee will go a long way to allay any fears and perceptions that the industry may have insofar as the PAMS data being skewed or biased in any way,” states Jude James, senior researcher at Tiso Blackstar, a founding publisher of the PRC.

For additional information and more in-depth data of titles, please make use of the PRC’s website or contact the PRC on 011 326 4041.

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