The Publisher Research Council (PRC) is a non-profit company that represents the interests of both print and online publishers in South Africa. PRC champions reading by funding several expert studies a year to give marketers and media buyers facts at their fingertips as powerful rationale for supporting newspapers, magazines and online publishers with adspend. These highly accurate research studies, including the PAMS (Publisher Audience Measurement Survey), prove that readers of the written word have better brand recall and the highest disposable income and deliver recommendations on what mix of media touch-points is most powerful to accompany print to maximise any integrated media campaign.