The National is a new initiative that has been created by five leading regional press publishers to give national advertisers access to local audiences on a national scale. The 16 titles in The National package, including Manchester Evening News, Liverpool Echo, Leicester Mercury and the London Evening Standard, will continue to have their own individual ABC certificates but ABC will now also issue a single certificate to cover the entire package.
The new figures will cover the audit period July – December 2012 and will be issued on a bi-annual basis.
Jerry Wright (pictured), CEO, ABC said: “ABC is happy to have worked with ‘The National’ team to produce its first ABC certificate and that the ABC stamp of trust will help to underpin its unique commercial proposition to press buyers. This innovative step has been taken following a rule change speedily agreed by the Regional Publications Reporting Standards Group and has the endorsement of both our publisher and buyer members.”
Richard Hayes, Trading Director, The National said: “The unique package of the National is simple for advertisers to use with one order, one invoice and one piece of copy. The single ABC certificate gives us greater clarity and credibility around our numbers which is what planners and buyers want and means the huge scale of The National is clear to see.”
Steve Goodman, MD of Print Trading, Group M UK said: “This is great news. It’s a first and highlights the adaptability of the ABC.”
The National is a collaboration between Local World, Trinity Mirror, Johnston Press, the Midland News Association and the London Evening Standard.
16 daily titles are initially included in the core package
• Birmingham Mail
• Bristol Post
• Hull Daily Mail
• Leicester Mercury
• Liverpool Echo
• London Evening Standard
• Manchester Evening News
• Newcastle Evening Chronicle
• Nottingham Post
• South Wales Echo
• South Wales Evening Post
• Stoke Sentinel
• Lancashire Evening Post
• Yorkshire Evening Post
• West Midlands Express and Star
• Sheffield Star
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is the expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board make strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry."
