Newspaper and Magazine Consumption off- and online. A future printed in full colour or in black and white?

The concept is technically complicated but the idea is straightforward. As the figure below illustrates a traditional postal survey, ORVESTO Consumer, is used as the starting point. The survey serves as the print media currency in Sweden and is also used to recruit an Internet panel allowing for an accurate Internet media measurement. The data capture of the panel is based on simple cookie file transactions conducted in the exact same fashion as it is done within the site centric measurement system InsightXE. The reporting of all data – the initial survey data, the panel data and the site centric data – is done in the Sesame media planning tool, long since well established in the Swedish market.

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