The launch of the full Publishers Audience Measurement Company’s (PAMCo) dataset this spring will “finally allow agencies and advertisers to look at the unique contribution made by publishing platforms”, PAMCo CEO Simon Redican told Print Power during a quick chat.
“They’ll have access to de-duplicated reach and frequency across print, PC, mobile and tablet.”
In simple speak, that means planners should have a clearer sense of the ways consumers read print and digital – and a reliable means of comparing the two. The days of having to pull together meaningful print versus digital data from disparate sources will be a distant, unpleasant dream.
Says Steve Goodman, Managing Director of Print Trading at Group M: “Once PAMCo data is released, the ability to sell across all platforms means there’ll be a lot more potential to deliver bigger audiences and show net coverage. That could be a game-changer for print.”
The launch of the PAMCo dataset comes shortly after the first standardised currency for advertising mail, the Joint Industry Committee for Mail (JICMAIL), launched – measuring the readership, reach and frequency of exposure to each item that comes through the letterbox.
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