What’s the C word: Committee or Currency? A quick bit of attempted clearing up before we carry on with the important stuff. In some cases, JIC stands for Joint Industry Committee. In others, Joint Industry Currency. Given that one produces the other, the two are largely synonymous. But we’re off the fence on this one. We’re in the former camp – our C is for Committee – and we’re a cross-industry collection of friendly people, responsible for producing the mail media metrics that constitute a currency.
Just in case you didn’t know, here’s a list of UK JICs: ABC, BARB, JICPOPS, JICREG, JICWEBS, PAMCo, RAJAR and Route. To that list can now be added JICMAIL.
JICs exist to provide audience numbers and planning and trading metrics for the media they represent. They are owned by the industry – media owners, advertisers and agencies – working in concert to produce a credible, objective trading currency for their medium.
Their role is neither to promote nor police their medium, but to produce and present standard, robust and comprehensive metrics that are transparent and open to scrutiny. JICs do not work in a bubble – they also provide critical inputs enabling advertisers and agencies to understand the effectiveness of cross-media marketing campaigns.
JICs are non-profit organisations, offering their data at cost and setting the gold standard for industry co-operation and collaboration.