Web demographic firms to present this week

Plans to provide comprehensive demographic information about New Zealand's online audience are progressing this week with a shortlist of candidate suppliers being drawn up.

Plans to provide comprehensive demographic information about New Zealand's online audience are progressing this week with a shortlist of candidate suppliers being drawn up.

The suppliers, who will make presentations to a group of online publishing interests - including IDG Communications (publisher of IDGNet) - have not been identified at this stage.

IDGNet understands a decision on a final supplier is expected within two weeks.

Former NetRatings managing director Brian Milnes says his proposal has not made it to the short list. However, he plans to take his product to market anyway, as there are a number of other web-based parties not included in the publishers' group.

"My proposal was a joint one with Nielsen Media research and we were looking at incorporating internet measurement along with television ratings and readership measurements and delivering a combined database of internet sites, TV programmes, newspapers and magazines and so on."

Milnes says this approach is being used in the US to better include the internet as a medium alongside print and broadcast.

"That way if you take $5 million out of TV advertising and put it on the web you know what the result is."

The publisher's group was formed after AC Nielsen's online ratings subsidiary NetRatings pulled out of New Zealand. A lack of useful demographic data has lead to companies like Xtra, IDG, Nzoom, Wilson and Horton and INL working together to produce a request for proposal which forms the basis of this week's presentations.

The RFP outlines a number of objectives of the publishing group, including web traffic measurements such as unique audience numbers and time spent online, as well as additional demographic information on end users themselves.

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