Newspaper industry to consolidate print and online audience figures Camille Alarcon
The newspaper industry is looking to overhaul the way it reports its readership, aiming to provide advertisers and agencies with a consolidated figure of its print and online audience.
Tony Hale, chief executive of the industry's marketing body, The Newspaper Works, told B&T it has been working with Roy Morgan Research since last year to develop a way of collecting the online data. "We are hoping to have a report back from Roy Morgan in the next month or two and then we're hoping to release some figures to the market possibly by end of the financial year.”
Hale added that Roy Morgan would continue to release its quarterly print readership results, while a new report would also be released taking into account both online and print readership.
“Part of the reason we're doing it is there is a perception in the marketplace that consumers either read the printed form or online. So far our investigation shows they're not competitive products, rather complimentary.”
For more on this story see 30 March edition of B&T.
