Newspaper Society launches integrated currency

The Newspaper Society has launched Locally Connected, claiming it’s the UK’s first integrated print and online audience currency.

The project, started in 2006 by the Newspaper Society (NS), the Joint Industry Committee for Regional Press Research (JICREG) and ABCE, extends the regional press readership database to include newspapers’ online audiences.

Locally Connected allows agencies and advertisers to combine the reach of a newspaper and a website down to postcode level. Trinity Mirror, Northcliffe Media and Newsquest are among seven regional publishers on board.

The Newspaper Society said local media websites increase the unduplicated reach of regional and local newspapers within their circulation areas by 14%, particularly among upmarket and core middle age groups.

David Fordham, NS president, told agency planners, MDs, digital heads, clients, research experts and publishers at the launch event last night, “More than 80% of adults read a local newspaper in print and, ironically, at a time when our revenues have been under such challenge, local media audiences have been growing across multimedia platforms.”

“The development of a robust and reliable system of multimedia audience measurement has been one of the biggest challenges facing all media today. Locally Connected now gives advertisers a unique cross-media planning system, allowing them to effectively target local communities across the UK in print as well as online,” he added.

Daniel Stephenson, head of digital marketing for the COI, said, “What is particularly exciting about Locally Connected is that it’s a tool that will drive up our understanding of our audiences and in particular their use of newspapers on and offline so it allows us to give greater insight into how we plan activity that runs across the channel.”

The project comes ahead of a qualitative digital insight initiative by the Newspaper Society to look at how, why, when and for how long people engage with their local newspaper website and it differs from other internet usage.

The results of the research will be released early next year.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here