Annual Report 2007

• The Economy
• Market research industry
• Economic Development
• Research and Development
  • Global Methods
  • Custom Research
  • Retail and Technology
  • Consumer Tracking
  • Media
  • HealthCare
• Human Resources
• Organization
• Purchasing
• Environmental Protection
• Corporate Communications
• Opportunities and Risks
• Special Events and Considerations
• Outlook

Media

• A completely new method of readership measurement for the print media has been developed for the Media sector by GfK Austria together with the Mediacom agency. GfK MEDIASCAN represents an alternative to the traditional readership analysis via interview-based methods. Small scanners are used by the subjects to register product codes of newspapers and magazines they read during a set period of one to a maximum of four weeks. Participants scan the start as well as the end of their particular reading times, so that their media consumption is accurately recorded. GfK MEDIASCAN delivers new indicators which are already available for TV and radio and are used as reference values in media planning and for print advertising decisions.
  
  
• GfK ISSUE SPECIFIC READERSHIP STUDY from US-based MRI, gives marketing specialists the ability to accurately determine the reach of a advertising campaign in a particular magazine over a set period and consequently, to calculate the contribution made by a specific issue to the return-on-investment of the ad campaign. The initial study carried out by MRI in June 2007 investigated the readership of around 200 individual magazine issues. Up till then, MRI had been supplying newspaper and magazine publishers with average readership values on a twice-yearly basis. Issue-specific readership analysis is based on continuous weekly online surveying.