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The World Association of Newspapers (WAN) has launched an initiative to develop a new measurement standard for newspaper readership, both print and digital.

A media measurement integration task force has been established by the organisation to explore the possibility of global standards for combined print and digital measurements.

The group intends to survey hundreds of media buyers worldwide and hopes the survey will identify ways agencies and newspaper companies can collaborate more effectively on buying advertising across platforms.

A standardised, combined print and digital currency, WAN claims, would assist with planning cross-media advertising campaigns.

"Newspapers are in the business of collecting, aggregating and distributing news, information and entertainment, and they are moving to doing that in a platform-agnostic manner," said the task force mission statement.

"Our role is to capture the audience and activity - quantitatively and qualitatively - to any of those platforms, and to enable our stakeholders to provide accountability for their portfolio."

The task force will meet in June in New York to discuss the results of the survey and proposed strategies.

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Written by
Oliver Luft

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