Local Newspapers Get New Planning Tool

A new planning tool which aims to detail the cross-platform readership of local newspapers has been launched today, giving data on 800 of the UK’s 1,100 local newspaper websites.

The Newspaper Society’s (NS) Media Portfolio Database, which is described as a “work in progress”, will initially use traffic data directly from publishers, according to a report on MediaGuardian.

The database has, however, been developed in consultation with the Audit Bureau of Circulations Electronic, the official industry body.

It will eventually include figures from multimedia features such as video and audio, with officially audited data also introduce.

The NS has primarily designed the database to help advertisers plan and target local campaigns, giving users the opportunity to search by publisher, title format and postcode.

The MediaGuardian report quotes a spokeswoman as saying: “It is an exciting project which shows that the local press is serious about integrating its print and online platforms and is working with the national advertising community to ensure this is done in a transparent and accountable way.”

Last week, the NS published new research revealing that the number of regional press websites, radio stations and niche publications grew by between 21% and 25% in 2006, (see Regional Press Websites Increase).

NS president Russell Whitehair, chairman of NWN Media Limited, said: “Growth in local newspaper websites means they now collectively represent one of the top UK online properties, attracting an estimated 20 million unique users a month which would put it above the BBC, alongside Yahoo! and within striking distance of eBay, MSN and Google.”

Newspaper Society: www.newspapersoc.org.uk