The Newspaper Society has launched Locally Connected, what it calls ‘the UK’s first integrated print and online audience currency’.
It’s a new way of measuring newpapers’ print and online reach: “The development of a robust and reliable system of multimedia audience measurement has been one of the biggest challenges facing all media today,” said NS president, David Fordham.
“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.”
To mark its launch, the NS announced that research conducted by Telmar showed websites extend local newspaper audience reach by 14 per cent, ‘particularly among upmarket and core middle age groups’.
“On average the research shows us that a monthly online campaign in conjunction with a single advertisement in the newspaper will increase reach by 14 per cent- and in some cases much more,” said Dick Dodson, managing director of Telmar Europe.
“This additional reach will be more upmarket and in the core 25-64 age group since the website audiences are significantly biased towards these groups compared to the newspaper audiences.”
In addition, the NS is carrying out a ‘qualitative digital insight project’ which will look at how people engage with their local newspaper website.
Full release at this link…