10 Jul 2014 | Lara O'Reilly, senior news reporter at Marketing Week, writes: The UK national newspaper industry is rallying together to search for a more comprehensive system to measure audiences across print, laptops, tablets and mobile - a move that could see the sector call time on its reliance on the National Readership Survey.
Newspaper marketing body Newsworks has announced it will oversee the appointment of a strategy consultant who will be responsible for investigating more modern newspaper audience measurement requirements, on behalf of its stakeholders: News UK, Trinity Mirror, Telegraph Media Group, Guardian Media Group, ESI Media and DMG Media.
As a result, these publishers have served statutory 18-month notice on the National Readership Survey, which the majority of national newspapers rely on for audience measurement currently
In 2012 the NRS service launched its Press and Digital Data monthly figures for newspapers and magazines across their print and website products. In the coming months it is also set to add mobile and tablet readership measurement to its data set.
Simon Redican [pictured], NRS chief executive, says: “It is always appropriate for our stakeholders to constantly review their audience measurement requirements. This is increasingly true in a rapidly evolving and complex market.” More...