Magazine article Marketing

JICNARS Grasps the Nettle

Magazine article Marketing

JICNARS Grasps the Nettle

Article excerpt

JICNARS GRASPS THE NETTLE

The Joint Industry Committee for National Readership Surveys (JICNARS) has responded quickly to its media critics with a root and branch reform of its practices and structure.

The move is a bid to shore up industry confidence and head off rebel research by Associated Newspapers and News International (Assoc/NI), JICNARS' most vociferous opponents.

Changes include faster and more frequent reporting, data on Saturday readership habits and radically pared-down management. Publishers and media planners have criticised these as gaps in JICNARS' performance.

"People have grasped the nettle and achieved much more than I hoped," says Nick Phillips, head of the Institute of Practitioners in Advertising and acting JICNARS chairman. "We have received unanimous support on the changes from all sides of the industry."

The key change is the dissolution of JICNARS' numerous technical sub-committees which have been damned as unnecessarily bureaucratic. Market researcher RSL, which compiles JICNARS' data, will now be responsible for technical advice.

A nine-strong main body, represented by all sides of the industry, plus a working party of five will work on contentious areas. …

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