Whistl Magazine Winter Issue 2018

JICMAIL HAS NOWBEEN LAUNCHED

The official launch party to celebrate the arrival of JICMAIL, the new Joint Industry Committee for mail, was hosted at the brand new Postal Museum in Farringdon in January. Attended by senior figures fromboth agency and client side, the event saw leading industry speakers explain how JICMAILmetrics are set to revolutionise the way agencies and advertisers evaluate, plan and buy mail. JICMAIL’S data will helpmail compete on a level playing field whenmedia is being planned, with recognisable reach and frequency measurements enabling meaningful analysis alongside channels such as TV, outdoor and radio. Traditionally, direct mail has been measured on ‘after-the-event’ impacts like ROI, which is all well and good – and some would argue is the best measure of all. The newmetrics, however, will provide a big boost for mail at the all-important planning stage, enabling it to go head-to-head with other media when budgets are being allocated. To find out more visit www.whistl.co.uk/jicmail

Who’s behind JICMAIL? Here at Whistl we’re proud to be a part of JICMAIL, an industry-wide initiative run on non-profit making lines. It is owned by the industry, with a Board of Directors drawn from organisations that represent the buyers and sellers of the medium – advertisers, agencies and the channel owners/providers.

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Whistl Magazine • Winter 2018

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