Newspaper industry to review audience count metrics

Newsworks, the marketing body for national newspaper, is to conduct a review of audience measurement metrics for the industry in light of the changing way people now read the papers, from print and laptops to tablets and mobile.

Designed to gauge brands and audiences rather than a specific platform the industry will collaborate on finding new ways of measuring the scale, engagement and demographics of audience, whilst continuing to operate the National Readership Survey during the review.

This will see the appointment of a strategy consultant to oversee the process which also feeds into a new Publisher Advertising Transaction System; whose stakeholders include dmg media, ESI Media, Guardian Media Group, News UK, Telegraph Media Group and Trinity Mirror.

Rufus Olins, chief executive at Newsworks, said: “It is important that we have an audience measurement system that captures the way in which people now consume media. The landscape has changed beyond recognition in the past few years and the pace of change is accelerating. We need to be at the forefront of that change, helping advertisers and agencies make sense of it.

“The first step will be to scope the requirements for a system that is robust and will gain acceptance among advertisers and agencies, as well as media owners.”

Matthew Platts, president of Amplifi UK, added: “There is a real need to find consistent audience measurement metrics in the newly converged media landscape. There are some important questions that need to be answered and there is no doubt that we need to look again at the tools we have got. We need to work together on this.”

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