This could be heaven
How to measure media in a fragmented universe
John Faasse
Using our current methods, within 10 years time it will be impossible to measure media behaviour. Passive meters are not the solution. But then what is? Can we afford to use larger samples every year? Should we fuse title or channel specific surveys, regardless of methodology and/or quality? Or can we discard with reach and frequency altogether and just focus on media effects?
John Faasse
Kobalt, The Netherlands
John Faasse (1958) works as Research Director for the Kobalt Media Knowledge Centre in the Netherlands. Kobalt is one of the top three media agencies in the Netherlands. It is unique in that it is 100% advertiser owned. Amongst its shareholders are the three largest banks and three largest retailers in the Netherlands as well as Heineken and Masterfoods.
John Faasse has participated in numerous technical research committees for print, outdoor and television research. He is a regular speaker at both national and international conferences.
He is married, has three sons, and is one of the first Dutch members of the Club des Cinglés du Mont Ventoux. Which means he was crazy enough to cycle up the Mont Ventoux from three different sides on the same day.
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