The Print Measurement Bureau (PMB) and NADbank are looking to collaborate on a "Print & Digital Study" that will combine their respective studies into one resource.
Discussions began in June. "Both boards have agreed and it is now subject to membership approval by both organizations," said PMB president Steve Ferley. TNS, the research supplier to both organizations, proposed the idea.
Legwork on the new print and digital media measurement would begin next year with the first study released in 2015. Ferley said the pooling of resources, if approved by members, would mean considerable savings without sacrificing quality of research.
Since 1973, PMB collects and provides data for the national magazine industry while NADbank, launched 1984, focuses on the Canadian newspaper industry. The proposed partnership would likely result in amalgamation, Ferley said.