Times Media has already backed the PDMSA’s print extension to the proposed Establishment Survey, to deliver the new PAMS (Print All Media Survey). However, PAMS - which has the financial backing of all members of the PDMSA – can only succeed if the core Establishment Survey achieves the level of integrity required to satisfy the media and marketing industry.

Mike Robertson, MD of the Media Division of TMG (Times Media Group), says, "Times Media feels it so important to the collective interest that we are prepared to carry the costs of guaranteeing the integrity and accuracy of the core data that will be used by marketers and media owners across the industry."

Times Media is a converged media house incorporating newspaper, magazine, broadcast and digital brands, and understands the necessity to ensure consistency and continuity of the core of the newly proposed Establishment Survey.

The role of the Establishment Survey is to capture primary demographic information of survey respondents, while each industry-specific component thereafter captures data in relation to a particular medium. Where the medium is print, PAMS will measure print media consumption. Times Media is hopeful that other industry players will be committed in ensuring that broadcast, digital, and out of home extensions to the Establishment Survey come to fruition.

"We hope that the rest of the media industry will join us in our effort to ensure the consistency and integrity of data that the marketing and media community use for decision making. However, we are committed to the Establishment Survey and are even prepared to fund it above our expected share - for the benefit of all - if others do not."

Robertson also announced that SABRE (South African Business Research Evaluation) would be added to the PAMS mix, broadening and deepening the research being supplied by the print media industry. SABRE is funded by Times Media and measures responses from business decision-makers at the top end of the market.

"Times Media invests in proprietary research, as well as collective industry research, to ensure that the best data is available to inform decision-making by marketers in South Africa. The success of the Establishment Survey is at the heart of such decision-making. We will ensure it continues," concludes Robertson.