UK's first print and online planning tool set to launch

Locally Connected, the UK's first integrated print and online planning currency, launches on 24 November.

Fordham: “unique and powerful”
Fordham: “unique and powerful”

The launch follows the completion of a three-way project between the regional publishers' trade body, the Newspaper Society, with JICREG, the Joint Industry Committee for Regional Press Research, and the ABC.

The planning currency uses a combination of ABC print circulation and ABCe web traffic data, plus research conducted by Survey Interactive to give the net reach of online and offline titles.
Publishers on board are Trinity Mirror, Johnston Press, Northcliffe Media, Newsquest, GMG Regional, Iliffe News & Media and the Midlands News Association. The Newspaper Society hopes all publishers will be involved in future.

The planning currency will be used by the vast majority of media agencies at launch and includes 70% of the local media market.


Before the launch of Locally Connected, the only way to trade ads to a postcode level was through ABC print data alone.

David Fordham, Newspaper Society president and chief executive of Iliffe News and Media, said Locally Connected will demonstrate how local media is "reaching and engaging bigger audiences than ever across multimedia platforms".

He said: "Locally Connected will give advertisers a unique and powerful cross-media planning tool that demonstrates how they can effectively target the UK's local communities online as well as in print."

The Newspaper Society has worked with agencies, media owners, the IPA and ISBA throughout the process to ensure the currency meets their requirements.

Matt Merrett, director of regional press at OMD UK, said: "As an extension of JICREG, the bible for regional planning, Locally Connected will give planners a deeper understanding of the reach of regional titles at a local level. We have never before been able to prove what a campaign will get in terms of reach online. This provides the net extra reach online, down to postcode level."

The project began in 2006 and research outfit Telmar devised the methodology of the integration of internet audience data with print readership data. The result incorporates audited web traffic data, survey data and statistical analysis and modelling and will be updated regularly.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Omnicom reports 7% rise in pre-tax profit in Q2

Omnicom reports 7% rise in pre-tax profit in Q2

Omnicom Group, home to BBDO, DDB Worldwide and Omnicom Media Group, has reported a 7 per cent rise in pre-tax profits to $514.7 million for the second quarter, on the back of recovering ad markets and strong organic growth.

Share
Bloomberg appoints Matt Teeman as commercial director EMEA

Bloomberg appoints Matt Teeman as commercial director EMEA

Bloomberg Media has appointed former DMG Media and BBC Magazines leader Matt Teeman as its commercial director in Europe, Media East and Africa.

Share
Benedict Cumberbatch's Sherlock helps BBC Worldwide return £173.8m to BBC

Benedict Cumberbatch's Sherlock helps BBC Worldwide return £173.8m to BBC

BBC Worldwide, the commercial arm of the BBC, generated sales of £1.04bn in the year to 31 March, propelled by the international licensing of top shows Sherlock, Top of the Lake and Doctor Who.

Share

Get news by email