NMB SEEKS HELP WITH NADBANK
By Adnews Staff
The Newspaper Marketing Bureau announced yesterday that it plans to look for more help in putting together NADbank, its annual study of daily newspaper readership in Canada. The announcement came a day after PMB Print Measurement Bureau, which measures readership of magazines and national newspapers, announced it was starting a daily newspaper study in seven Quebec cities. These are markets in which Montreal-based Probec has daily newspapers, and Probec is a major sponsor of the study. Probec cancelled the membership of its papers in the NMB and NADbank after becoming dissatisfied with certain findings of the latest NADbank study. NADbank Committee chairman Jim Orban said in a release that plans call for "a detailed study of the feasibility of research alliances with media associations beyond the newspaper industry." PMB is one of the associations the NMB is interested in working with. The NMB also wants to explore alliances with the Television Bureau of Canada, the Radio Marketing Bureau and other interested media organizations. The NADbank Committee also intends to add retailer, national advertiser and ad agency representatives to its ranks by October this year. "These newspaper customers will provide valuable input to help make NADbank an even more effective marketing tool," says the release. "On the Important issue of data alliances with other media groups, we will determine a course of action by the end of 1996," said Orban. "We plan to set up an industry-wide media task force to investigate the advantages to the industry of a single-source product and consumer behavior database." Meanwhile, the NMB has extended its current NADbank contract with Canadian Facts for the 1996 survey, with an option for a second and third year.