Newspaper industry to review audience measurement

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The national newspaper industry has announced it is to appoint a strategy consultant as the next step to establishing a contemporary audience measurement system that reflects the way people now read newspapers across print, laptops, tablets and mobile.

The review forms part of the national newspaper industry’s commitment to brands and audiences, rather than a specific platform. The industry will seek to measure the scale, engagement and demographics of the growing newsbrand audience across both the analogue and digital worlds.

The initiative follows a workshop last year and a first-stage scoping exercise earlier this year which involved consultation with some of the UK’s most senior advertisers and media agencies, as well as the key audience measurement bodies.

Newsworks, the marketing body for national newspapers, will oversee the appointment of a strategy consultant to investigate the strategic audience measurement requirements of the main players in the newspaper industry. A brief will then be created and an RFP issued for a robust and future-proof audience measurement solution.

by Jessie Sampson for NewsWorks

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