EPH and Styria have launched an initiative to change the research of readership of newspapers and magazines through ABC Croatia as a JIC (Joint Industry Committee). This means that the publishers, agencies and advertisers of ABC would make a decision on what kind of study they want, and it would be carried out by a company that they choose together, in order to make the data as accurate as possible and to help advertisers have a true picture when purchasing advertising space. At the moment the number of readers in Croatia is researched through telephone interviews, but more accurate results are obtained only by personal contact between the participants and researchers.
ABC Croatia is a tripartite organization of publishers, advertisers and marketing agencies, whose goal is to use certified data to enable publishers and event organizers to successfully sell advertising or exhibition space and sponsor coverage, and to give advertisers and agencies accurate and relevant data for efficient investment in advertising in print media and events. ABC Croatia is a full member of the International Audit Bureaux of Certifications – IFABC. It is an internationally and locally recognized standard for the checking and benchmarking of newspaper circulation data. It is used daily by all major publishers, agencies and advertisers.
At a time of great turmoil in the media market, the ABC Croatia system of certification of circulation minimizes the risk for advertisers that arises from non-selective advertising in the print media, and places publishers of newspapers and magazines on an equal footing, in fair competition for advertising budgets. The system makes it possible to clearly define what and how much of something you sell or buy, and facilitates easier and faster price negotiations.
The aim is that the new readership survey be the industry standard, which is generally accepted. After the print research is properly set up, the same principles are planned for redefining the measurement of website visits.
In order for the research to become the standard, it must be approved by a majority of market participants, which the ABC members consider feasible.
