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Helmut Brauner is the Chairman of the Agency for the Promotion of Objective Media Analysis (VFOM). Media analysis has been a central preoccupation in his life since 1968. Initially it was for the purpose of generating a scientifically based foundation of rationale for advertisement sales for the consumer-information newspaper IhrEINKAUF, afterwards, in order to serve the further development of the market research methodology in the (print-) media sector.

To find a summary of past research work and an extensive presentation of the development of the intensive activity with media analysis from the first purely quantitative study and the first insights in the qualitative media research sector, up to the INFO 2002, click here.

IhrEINKAUF withdrew from active involvement in media analysis with the INFO 2003 and passed on all of its previously researched information and know-how to the VFOM – not least for reasons of credibility and valid traceable objectivity.

Since the discontinuation of the newspaper in 2005 (as a consequence of the tsunami catastrophe), the activities of the VFOM have also come to a standstill, as fate confronted the owners and founders with a task that demanded all their attention and concentration, and which now continues to lay claim to them. A very personal and moving personal statement from the editor-in-chief of IhrEINKAUF (Sana Brauner) can be read here.

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