NRS to start collecting data for regional press

The Joint Industry Committee for Regional Media Research (JICREG) has appointed The National Readership Survey (NRS) to collect readership data for all regional newspapers in the UK.

The NRS, who conduct 36,000 face-to-face interviews each year to provide readership data across the country, will, from 1 April, include JICREG in all interviews with customised questions for each region.

Currently, the regional press collects their own data, but the partnership – backed by media owners, advertisers, publishers and agencies – should go some way to improve the data capture at a regional level.

“This is a bold move that really demonstrates the commitment by local media owners to prove accountability through high quality regional readership data,” said JICREG chief executive Keith Donaldson.

“While JICREG will use NRS data to sustain its joint industry currency, both brands will of course maintain their individual identity, strengthened by the new partnership.”

Mike Ironside, chief executive of NRS added: “This is another step forward for the NRS in traditional media and shows how trusted our data collection techniques have become within the industry.”

The contract between JICREG and NRS will last for four years.