Earlier this month a new NOP media-survey started. Not an important feat in itself. Important is, however, that it is entirely different from its predecessors - especially in the methodological aspects. The alterations are based on the results of quite extensive research. It seems worthwhile to discuss in this paper WHAT changes, WHY it changes, HOW it changes and WHEREIN the changes presumably will result. Changing a survey, that remained - almost - unchanged for 10 successive years, is not a minor thing. This paper hopes to prove that we were justified in doing so.