Developed by an external research agency on behalf of local publishers, the new Regional Audience Intelligence Data (Raid) platform will offer a host of new benefits including more immediate and accurate total brand audience data, underpinned by a new digital-first methodology, says the News Media Association.
Other benefits will include a new bespoke user interface and a reduction in modelled readership data. Like JICREG - which will continue to be available as a legacy system for the time being, added the NMA – Raid will offer users readership insights right down to the postcode level.
Tags deployed by the RAM Platform across local news websites capture the reach, frequency and demographics of the sector’s digital audiences, with additional readership surveys used to capture print readership data, powering Raid’s total brand audience data.
News Media Association Chief Executive Theo Bamber said: “Local journalism is a trusted source of information for millions of people across the country every day. This reach is a unique opportunity for planners to connect with local communities at scale, through highly trusted environments with loyal followings.
“Raid has been designed for the modern media landscape, bringing users the clarity and flexibility they need to work at pace and make the most of the access to the market that local news publishers provide.”
Further details of the new system - which is being shown to media agencies ahead of a full launch - will be announced shortly.
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