The benefits and problems of consistent currencies
Neil ShepherdSmith
With the cynicism that is an inevitable consequence of old age and time spent working in Media Research, I have observed, and indeed may even have pointed out occasionally, that, in the advertising industry, data consistency often appears to be more important than accuracy. It is, I imagine, for that reason that I have been asked to talk today about the benefits and problems of consistency, when applied to industry media research currencies.
What are the requirements of a currency? Well, if it is to be used as a basis for...