COMPARING EUROPEAN MEDIA SURVEYS

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I was bitterly disappointed to see the misleading chart published in your EMS feature (May 1996). Where was Reader's Digest-the magazine that reaches more EMS adults (14%) than any other title?

While I accept that Reader's Digest is not "pan-European" according to the PES definition, our network of editions and unbeatable coverage makes us a serious candidate for many multi-market campaigns.

We believe that media planners should define their own target audience rather than rely on a media-owner-sponsored survey to do it for them. For this reason, we (along with the other guarantors) invested a huge amount of time and money into EMS.

I'd like to clarify other points:

We publish 19 editions in 17 European countries. Only 15 editions are covered by EMS.

The point of wanting a single database is not to "save money" by not purchasing local surveys but to have data that are comparable. All the local surveys use different methodologies and definitions, making it invalid to compare results. We'll continue to purchase local surveys for local use and EMS for use with multi-market advertisers, and to supplement "gaps" in local research.

It's unlikely we'll have a single European survey representing the total population because there are not enough media owners to want (therefore pay for) the data.

I believe the answer lies with the advertisers themselves who ultimately will push this forward.

EMS delivers a wealth of valuable data; let's use it responsibly.

Penny Mortimer

Marketing development manager,

global advertising

Reader's Digest

London

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