Print and the online world. The Dutch approach

Raymond Ross and Irena Petric

In our contacts with media researchers around the world we have found that there are many questions and blank spots with regard to the new Dutch approach of measuring readership figures in an online panel.

Print and The Online World

The Dutch Approach

Irena PetricNOM, Netherlands

Raymond RossTNS NIPO, Netherlands

BACKGROUND

Why changes in the Dutch National Readership Survey?

In 2001 the Dutch national readership survey changed its organisational structure into an official Joint Industry Committee consisting of four market parties (newspaper publishers, magazine publishers, advertisers and media buying agencies). At the same time a new readership survey was set up: NOM Print Monitor. Its predecessor, the SummoScanner, which has been carried out from the mid-1980s, used a CATI method. Around the year 2000, CATI was at the end of its lifecycle. Bassler...

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