Canada’s national newspaper has applied for membership in the PMB Print Measurement Bureau, spurred by ad agencies and advertisers which want the information pmb can provide about its members.

Grant Crosbie, vice-president of marketing and advertising for The Globe and Mail, says advertising agencies and advertisers have made it clear the newspaper’s application to join pmb is a welcome move.

If the Globe’s application is accepted, pmb will start measuring the daily’s readership next year and will release interim statistics in 1994.

Statistics

Comprehensive readership and product usage statistics will follow in 1995.

Nigel Pleasants, director of readership development at the Globe, says the paper’s magazine division has been pleased with its relationship with pmb for the last two years, so the newspaper’s application to join is a natural progression.

Pleasants says about a month ago, pmb released readership information for the Globe’s Report on Business magazine and its travel book, Destinations.

Globe readership is already measured by the Newspaper Marketing Bureau, of which it is a member, and which reports its findings in the annual NADbank readership study.