The row over the La Elfa readership study in Germany has been resolved, with the Hamburg court ruling the research is legal on 22nd November. To be exact, the judge said that the survey fulfilled “the fundamental requirements of neutrality, objectivity and expertise”. The results can again be accessed at the La Elfa website.

What does this mean? Well probably not a huge amount! The survey is useful for media planning, but – like any other readership survey – can’t give the whole picture. Weka obviously feels vindicated, and the other publishers will be disappointed, but at the end of the day media planning cannot be done on the back of one limited survey. To use a very English phrase, this has been a storm in a teacup.

Author

  • Mike Maynard

    In 2001 Mike acquired Napier with Suzy Kenyon. Since that time he has directed major PR and marketing programmes for a wide range of technology clients. He is actively involved in developing the PR and marketing industries, and is Chair of the PRCA B2B Group, and lectures in PR at Southampton Solent University. Mike offers a unique blend of technical and marketing expertise, and was awarded a Masters Degree in Electronic and Electrical Engineering from the University of Surrey and an MBA from Kingston University.

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