Latest ABCe Audits Show Digital Growth For Local Media Networks

ABCe audits show continued growth in online audiences for local media publishers, with all the networks with comparable figures reporting increases over the past six months.

Seven publishing groups are now reporting six-monthly web traffic figures alongside their print circulation data: Guardian Media Group, Iliffe News & Media, Johnston Press, Newsquest Media Group, Northcliffe Media, Midland News Association, and Trinity Mirror.

Published last week, Newsquest’s latest ABCe audit reports that 5.54 million unique users visited the publisher’s network during June 2009 – an increase of 11.6 per cent on June 2008. The average number of visitors in the six-month period was 5.15 million, up from 4.72 million during July-December 2008.

Roger Green, Newsquest Digital Media managing director, said: “We’re delighted that for the seventh time since 2005 we’ve published audited numbers that confirm the growing online influence of our local and regional media brands.”

“What’s particularly pleasing is that our latest set of numbers has been achieved before we see the benefit of a major network revamp work in August. This is expected significantly to increase audience engagement along with the value we deliver to advertisers.”

Meanwhile, The Scotsman’s online arm Scotsman.com, announced that its latest ABCe audit showed that average monthly unique users for the period January to June was 2.2 million – an increase of seven per cent on July to December 2008. Average UK monthly visits over the same period had increased by 19 per cent.

Michael Johnston, divisional managing director, Johnston Press Scotland said: “Scotsman.com continues to strengthen its position as the leading news and information website in Scotland.  This year we have been particularly pleased with the strong growth in UK traffic, up 19 per cent, which is central to our online strategy and our ability to add phenomenal reach and value to advertiser’s campaigns.

“We continue to deliver new, innovative content and platforms to scotsman.com.  Although not included in these figures, we are particularly encouraged with the response from the recent launch of our new jobs site, scotsman.com/jobs, which is already gaining good traction from advertisers and users.”

For further information please contact Paul Sinker on 020 7632 7424 or e-mail sinkerp@newspapersoc.org.uk.