Following widespread discussions with publishers, agencies, advertisers and their trade bodies, ABC yesterday announced new data reporting options for national news brands.
These changes, ABC outlined in their press release “have been made to create a balance in how the national newspapers tell their story of growth to the market. At the same time they ensure agencies and advertisers have access to trusted ABC data, supporting their ongoing and significant investment in national news brand print advertising”.
Commenting on the move Tracy De Groose, executive chair of Newsworks, said: “Over the last decade, news brands and journalists have innovated and transformed the way in which they reach and engage with readers. We need to ensure the way the industry is measured reflects the reality of our modern multi-platform news industry.
“With 20 million online daily readers across national news brands it is essential that we continue to invest behind total audience numbers to bring the industry in line with the rest of the advertising marketplace.
“This announcement from ABC gives the industry the access to circulation data it continues to need, while ensuring the focus isn’t on that in isolation. The focus has been concentrated on this single narrative for too long and now we have the opportunity to ensure a more holistic view.”