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Happy New Year
Happy New Year! 2007 is going to be an exciting
year, not only for the TAB but for the Out
of Home industry as a whole. In a few weeks,
we will formally announce the implementation
of our new world-class measurement system.
The timing could not be better as agencies
and advertisers search for accountable alternatives
to more traditional, outdated research methods.
The decision to move forward followed an
extensive RFP process and review, and we
are thrilled to have the support of some
of the world's leading research organizations
to assist in bringing this program to life.
The outdoor industry will be the first to
own and control its measurement system,
giving us improved cost/value management
and significantly greater flexibility over
time.
Our recent Board
of Directors meeting was historic. The decision
on the part of our membership to expand
the role and function of the TAB, allowing
us to set the gold standard for future measurement,
is one from which we will all benefit.
Both buyers and
sellers will gain from this, as we make
it easier for advertisers to assess the
relative value of OOH in any of the 200+
markets we currently audit. Look for additional
information about the TAB’s new research
program over the coming months.
If we are to make
this new initiative a success, we will need
to work together. We must seize the opportunity
before us in order to bring outdoor into
the new millennium. This is an exciting
time, perhaps more so than any other period
in the history of our industry, and I sincerely
hope you will lend your support to help
make this a reality.
Sincerely,
President & CEO
The Traffic Audit Bureau for Media Measurement,
Inc.
271 Madison Avenue, Suite 1504
New York, NY 10016
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