INMA Releases Measuring and Monetising Newspaper Audiences Report

Newspaper companies are looking at their markets from a “total audience” perspective and discovering audience and product segmentations that are attractive to advertisers, according to a new INMA report today titled “Measuring and Monetising Newspaper Audiences Across Platforms.”

The new INMA report looks at:How media companies are measuring reach ,Determining the value to advertisers of print and online audiences,Monetising the new metrics for reach with advertisers.

The report explores the evolving newspaper industry conversation related to audience development: a search for metrics advertisers want and how newspapers are delivering these audiences.

“This discovery process has revealed audience values newspapers didn’t fully realise they had, while simultaneously pointing the way for future product development around audience segments,” said Earl J. Wilkinson, executive director of INMA. “It is an eye-opening report.”

Newspaper companies are deconstructing their audiences gathered around media vehicles ranging from print daily newspapers to community weekly newspapers to web sites to mobile devices.

Company executives interviewed for the new INMA report include the Arizona Republic, CanWest, Chicago Tribune, Cox, Schibsted, Bonnier, De Telegraaf, Edipresse, and more. Research companies Belden Associates and Scarborough Research also were interviewed.The report may be ordered at the bookstore at US$75 for association members and US$195 for non-members.

INMA is the world’s leading provider of global best practices and marketing ideas for newspaper companies looking to grow amid profound market change. With more than 1,100 members in 82 countries worldwide, INMA produces magazines, newsletters, conferences, reports, awards competitions, and other services to harvest the world’s best ideas to grow audience, revenue, brand, and profitability for newspaper companies. Based in Dallas, the association has offices in New Delhi, Antwerp, and Buenos Aires.

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