National Newspapers To Publish Monthly Revenue Figures
The Newspaper Marketing Agency has confirmed that advertising revenue figures for national newspapers will be published on a monthly basis in an attempt to make the medium more accountable.
NMA chief executive, Maureen Duffy, has persuaded both the Advertising Association and all the national newspapers to provide revenue figures for display and classified advertising on a monthly, rather than a quarterly basis.
Duffy emphasised the first few months would be a learning process to see how quickly the figures can be produced, but ultimately it is hoped the data will be available within weeks of the end of every month.
She told NewsLine: “This is a step forward by the national newspaper industry. It makes advertisers feel the industry is more accountable and gives them a better understanding of what is happening in the market on a monthly basis.”
It is understood that the World Advertising Research Centre will compile the figures on behalf of the Advertising Association and will unveil the first raft of revenue data from January 2004 sometime later this month.
Duffy revealed the NMA is currently working on an extensive piece of research into how women consume newspapers. The study follows last year’s research into the readership habits of sports fans and their opinions on advertising on the back pages of newspapers (see NMA Uses Official Launch To Unveil New Research).
The industry body is also on the brink of undertaking a major advertising effectiveness study of national newspapers. It is understood this will be ready to launch within the next few weeks and will continue throughout the year.
Duffy said: “Last year we spent a lot of time going out and talking to agencies and clients to find out what they wanted. We are now at the point where all the ground work has been done and now we’re starting to see the projects come to fruition.”
The NMA launched last year following a collaboration between a number of national newspaper groups. It’s main aim is to argue the case for display advertising in the national press to all those in the marketing community (see NMA Unveils First Corporate Identity).
Newspaper Marketing Agency: 0207 887 6112 www.nmauk.co.uk
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