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The project was instigated by the NS back in 2006, working alongside JICREG and ABCe, with the aim of extending the local press readership database to encompass newspapers' online audiences and provide agencies and advertisers with a geographical system for analysing the combined net reach of a newspaper and its website within circulation areas down to postcode secto rlevel.
Telmar was commissioned by the NS in 2007 to develop the methodology for integrating internet audience with print readership data. The internet audience data are underpinned by audited web traffic data, survey data, (combined sample size of 100,000+ adults) and statistical analysis and modelling. The NS and JICREG have worked with publishers, agencies and the IPA to develop and test the planning tool at each stage of the project.
Al of the modelling and statistical analysis has been independently and successfully apraised.
Internet audience data were released alongside print readership figures on the live JICREG planning system, Jic-in-a-box, in November 2009, with the all-important data showing net reach of local newspapers and their websites now available.
Audited traffic figures for more than 60 of the largest local media sites are now being released by ABCe alongside newspaper circulation data on a six-monthly basis. JICREG audience figures are updated twice a year in line with new circulation data and, now, web traffic data.
For more information visit www.locallyconnected.co.uk
For case studies using local print and digital media for Honda and Screwfix visit www.newspapersoc.org.uk/Default.aspx?page=5766"
