Andrew Green reported for WARC direct from ESOMAR's WM3 Multi-Media Measurement Conference, Shanghai, 4-7 June 2006.

Those of you planning to attend the first night of The Omen this evening will be aware that today is, of course, the end of the world. Armageddon believers fear that 6/6/06 will be "a day of satanic power" that may be marked by a comet hitting the Earth; others believe that the world is coming closer to what is widely known as "the rapture" — the moment the Lord calls the Christian faithful home and millions of born-again evangelicals will suddenly disappear from the Earth, leaving non-believers behind.

If you are reading this, I guess it hasn’t happened yet. Here in Shanghai, we did not see any dramatic revelations of the sort shown by Bernhard Glock and Linda Dupree yesterday from Project Apollo.

The second day began with the theme of ‘Content, Connectivity and Context’ and covered the attempts of media agencies and research companies to devise consumer-centric strategic planning approaches that allow them to look at all forms of communications – not just the traditional mass media.

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