Opinion: From our Readers - Time for the industry to ban the AVE

While it is good to see any initiative to formalise PR measurement, I'm disappointed AVEs are not being more heavily criticised at the European Summit on Measurement.

AVEs tell you nothing as everyone uses a different basis to calculate them and agencies apply a variety of weighting factors. Five snippets in news pages can have more effect that a double-page feature spread - yet the AVEs would be different.

Wouldn't it have been something if the industry had refused to have anything to do with AVEs as one of the seven principles outlined? We need a co-operative campaign funded by agencies, AMEC members, the PRCA et al to educate clients. Ban the AVE.

- Keith Simpson, MD, Alexor PR Audits (from prweek.com).

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