Postar announces research shake-up

Postar, the outdoor advertising measurement body, has announced plans to shake up the currency system used to measure the effectiveness of out-of-home media.

The research body has issued a request for information from research companies in a move that could see Postar's research outsourced to an external company for the first time.

The move comes eight months after the ten-year-old research body appointed James Whitmore as its managing director.

Whitmore said the review will seek to tackle two key issues: "The first task will be to look at the possibility of introducing new technology to measure outdoor formats more effectively, and secondly, whether new methods and an all-encompassing currency would work."

Whitmore said the move was precipitated by the emergence of new outdoor formats in car-parks, trains, buses and airports, which remain outside Postar's remit.

Whitmore did not rule out the possibility of Postar joining forces with the radio industry's research body, Rajar. Rajar is investigating the feasibility of introducing electronic technology to replace its diary-based system.

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