Press Pack
News Release
Locally Connected: Websites Extend Local Newspaper Audience Net Reach by 14%
The launch of Locally Connected, the UK’s first integrated print and online audience currency, has revealed that local media websites increase the unduplicated reach of regional and local newspapers within their circulation areas by 14%, particularly among upmarket and core middle age groups. full news release...
Industry Quotes
Lynne Robinson, research director, IPA
“Over the past 20 years JICREG has done a sterling job in providing an audience measurement for the regional press which has been used extensively as a trading currency throughout the industry. It is fantastic to see that this database can now be extended to include the regional press digital assets as well, demonstrating their unique properties and how they interact and extend the regional press audience.
“The technical challenge in producing this has been significant given the scale and granularity of the data required; this has been achieved by using a unique blend of original research and industry standard auditing all fused together by rigorous modelling.
“We are looking forward to being able to fully utilise the Locally Connected database and extend it into other industry databases, including the IPA Touchpoints survey.”
Daren Rubins, managing director, PHD Media
“Local Communities are fantastically important, and what is interesting at the moment is that most media channels are becoming more national and the opportunities to actually target on a very bespoke local basis are becoming few and far between now.
“We are at the point now where print, and particularly online, are becoming so integrated and so important to each other that it is really essential that we can start to understand the relationship between those two things.”
Richard Foan, managing director, ABCe
“I think it’s fantastic hat the regional newspaper brands have delivered self regulation of accountability for their online delivery using industry agreed standards and having the results independently verified by ABCe, hereby delivering the stamp of trust that is so important in the digital age.”
Matthew Merrett, head of regional press, OMD
“We are definitely going to be using the Locally Connected tool, because in this current economic climate where clients are ever more conscious of every penny they’re spending and the value it gets them, having had data from something like JICREG which is a pre-trusted source of information is going to be invaluable when it comes to adding local online onto existing local press schedules.”
Daniel Stephenson, head of digital marketing, Channel Integration - COI
“Delivering communications at a post code level where they’re really tailored to local issues is potentially very powerful. I think it combines some of the best direct marketing technologies inherited into the digital arena.
“What is particularly exciting about Locally Connected is that it’s a tool that will drive up our understanding of our audiences and in particular their use of newspapers on and offline. It allows us to give greater insight and better depth to how we plan activity that runs across the channel.”
Background
Articles outlining the background to Locally Connected.
