The organisation announced its intention to publish monthly ad revenue figures last February, following lobbying by NMA chief executive Maureen Duffy.
At the time, Duffy persuaded the Advertising Association and all national newspapers to provide revenue figures for classified and display – alongside recruitment spend on websites – every month, rather than quarterly.
Duffy also said the move was prompted by the recognition that the advertising industry had a “real thirst” to understand how newspapers can be better utilised as an ad medium.
But Media Week has learnt that the last monthly posting of the figures was June this year.
Nigel Bromley, senior marketing manager for the NMA, blamed “the pressures of work” for failing to continue with the more regular breakdown and said the monthly figures, backdated to July 2004, should be on the website from January 2005.
Frank Hall, press controller for Carat, said the publication of monthly figures is an important step towards transparency and a format he hopes will remain in place.
He added: “It would be disappointing if a degree of obvious transparency from the newspaper industry disappears.”