As reported by the Newspaper Society: The new partnership means that JICREG will have readership data across the country, based on NRS’s robust and high quality sample of 36,000 face to face interviews per year, JICREG said.
From 1 April, all JICREG titles will be included in NRS interviews, with a set of specially customised questions for each region. Innovative techniques will be used to create modelled readership estimates, using both NRS data and information specific to the local area.
Until now, independent regional publishing groups and major regional titles have collected their own data through face-to-face or phone interviews. However, this partnership marks a turning point in the industry; a more holistic approach to data capture. At a highly competitive time, this industry collaboration - backed by media owners, advertisers, publishers and agencies - is key to moving regional press forward.
Mike Ironside, chief executive of NRS commented: "This is another step forward for the NRS in traditional media and shows how trusted our data collection techniques have become within the industry. NRS brings heritage and credibility and this partnership shows a real belief by the industry. Through the launch of NRS PADD in September we showed our digital prowess, but this demonstrates the continued importance of print which is still at the forefront of NRS' business.”
Keith Donaldson (pictured), chief executive of JICREG said: “This is a bold move that really demonstrates the commitment by local media owners to prove accountability through high quality regional readership data. 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.”
Jim Jarrett, business director at Mindshare added: “This is a really significant development for the regional press, enabling campaigns to be planned with greater confidence and to the benefit of all sides of the industry. JICREG has always provided much-needed insight into the readership of regional publications and the new partnership with NRS is only going to strengthen that insight while providing an industry-standard dataset that is conducted to the highest technical standards.”
The contract, won after a series of pitches and presentations, will commence on 1 April for four years.
JICREG is a tripartite body representing publishers, agencies and advertisers. It is administered by the NS and JICREG data is fuelled by the NS Database.
