News & Opinion

24.6 million people read newsbrands every day

The Published Audience Measurement Company (PAMCo) has today released the industry’s new audience measurement currency, which, for the first time, allows us to accurately see who is consuming newsbrand content across all publisher platforms - print, desktop, tablet and mobile.

The new PAMCo data shows that 24.6 million people are reading newsbrands every day and 41.3 million people are reading every week.

In what marks the start of an exciting new journey, the world-leading audience measurement currency enables the industry to truly embrace publisher brands’ total reach in a way that wasn’t possible before. The published media industry is the first medium to achieve this.

PAMCo will provide new opportunities for brands and agencies going forwards, giving the potential for enhanced planning capabilities. At a time when data use and measurement is under increased scrutiny, PAMCo offers fully transparent and robust audience data.

With half of the British public (26.6 million) accessing newsbrands on their smartphones and tablets every week - and digital platforms providing an 88% uplift to print on a daily basis - the new data accurately reflects newsbrands’ cross-platform reach in today’s diverse media landscape.

PAMCo is the result of industry-wide collaboration and investment between newspapers, magazines and agencies. The new joint industry currency (JIC) is funded by the UK national publishers represented by the News Media Association (NMA) and the Professional Publishers Association (PPA) together with the Institute of Practitioners in Advertising (IPA).

David Dinsmore, chair of the NMA, said: “In an age when the measurement of some media is highly questionable, PAMCo will keep newsbrands in top position when it comes to transparency. Advertisers can buy our inventory safe in the knowledge that their content is going to be seen - and seen in a trusted, verified environment.”

Vanessa Clifford, CEO of Newsworks, said: “This is a significant landmark for the industry and allows us to unlock newsbrands’ hugely valuable audiences across all of their many touchpoints. The new currency will not only inform planning decisions but will also allow us to think differently when it comes to trading in future. It will enable agencies and brands to work with newsbrands in new and exciting ways, safe in the knowledge that the audience currency is both transparent and trustworthy, much like the advertising environment of our publisher brands.”

To celebrate the launch of the new audience measurement for publishers, Newsworks, Magnetic and PAMCo have launched a ‘Power-Up Your Planning’ game. Agencies can win daily prizes (£100 Selfridges vouchers) and the overall winning agency will win an all-expenses paid party. Play here.

Liz Jaques 18/04/18

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