Northcliffe shows advertisers print and online crossover
by
LONDON - Northcliffe Media, the regional news
division of Daily Mail & General Trust, has been attracting a monthly
audience of about 4.7m adults across all of its newspapers and websites,
including the
This audience
figure was tracked using new measurement metrics that calculate the total
de-duplicated audience reach across print and online. It is reportedly the
first time that such data has been available to advertisers.
The research was
carried out across 30 of Northcliffe's 56 local
websites, which includes sites such as the Leicestermercury.co.uk
and ThisisNottingham.co.uk
Northcliffe also
discovered, in the Survey Interactive research, that its network of local
websites reached an additional 27% "solus online" users that do not
read its local papers.
The media company
plans to capitalise on the growth in its online audience by launching more
local websites under the This Is brand from next month.
The new sites
will feature design changes, including increased levels of multimedia content,
aimed at maximising interaction with readers.
Mike Rowley,
director of digital for Northcliffe Media, said: "We've always been able
to show advertisers our standalone newspaper readership, but now we can also
show them how many people cross over between our papers and our websites, as
well as those people that just use our websites.
"These
results are very exciting and reinforce the strategy that we put in place a few
years ago to aggressively drive our digital This Is brands and develop new local
audiences for advertisers.
"Through a
combination of heavyweight local brand advertising, paid search, search engine
optimisation and email marketing we've driven more and more people to our
network of websites where they find local news, sport, jobs and property
content of equal quality to that traditionally associated with our newspaper
brands."
Survey
Interactive's research forms part of an ongoing Portfolio Audience project
launched last year by the Newspaper Society.