If the NRS can get it right, the pressure will be on TV trading to change rather than press

James Palmer, a senior planner, continues the newspaper trading debate…

“I think it is perhaps ill-judged for an auditor to comment openly on the CPTs of a particular newspaper group, especially with the cacophony of target audiences that press titles trade on for any given day.

However, I do agree with my colleagues at NI, that the cost of advertising should not merely be reflected in terms of on page real estate – but indeed how the newspaper engages with its audience, how it influences perception of a brand and how it fits into the consumer purchase decision process.

This is a challenge for NRS, as it is any other media measurement body. If they can get this right (demonstrating measurable engagement and value rather than procurement led “cost”) then the pressure will be on TV trading to change, rather than press.”