By: E&P Staff The newspaper industry has stepped up its efforts to push the idea of total audience as circulation continues to decline. Today the Newspaper Association of America announced the formation of the Executive Advisory Council made up of senior management from advertisers and ad agencies. The council will help guild the industry on metrics that provide a snapshot of total audience, not just print circulation.
"Communicating the real value of newspapers to advertisers will involve changing some long-held views, but this group of talented executives will help us continue to advance the dialogue on more inclusive measurement techniques with the advertising community," John Sturm, president and CEO of the NAA, said in a statement.
Six executives are serving on the council: Beth Fidoten, senior vice president of Initiative; Irene Grieco, print media manager of Unilever; Scott Kruse, senior vice president of Mediacom; Jeff Piper, vice president and GM of Carat Press; Andrew Swinand, senior vice president of Starcom; and Gary Vasques, executive vice president of Kohl's.
In addition to the advisory board, the NAA launched the Newspaper Audience Database (NADbase) in October, which details readership and demographic information by paper, by market.
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