The World Advertising Research Centre publicized an article criticizing the established media measurement bodies BARB (Broadcasters' Audience Research Board), the National Readership Survey and RAJAR (Radio Joint Audience Research) to be inefficient in their predictions. A report conducted by Zenith Optimedia dismissed the evaluation bodies "as 'expensive evils' that restrict the use of new and innovative methods of measuring media. They also display an attitude that fails to reflect the new communications environment." The report further argued that measurement systems which fail to track the 'true media effect' could despatch Britain's mass media to an 'early grave.' Antony Young of Zenith elucidated further, "three out of four media owners I meet tell me they're frustrated with the way television, radio or press research fails to account for the uniqueness of their product or audience." "However," WARC added, "Young spared a kind word (of sorts) for such off-centre measurement systems as the Radio Bureau's Sales Multiplier; along with Skyview and Media DNA. Although acknowledging their innovation, he suggests they remain beyond the status quo of the universally used measurement systems." Source: WARC Newsletter