Single-Source Data for Printed Newspapers and Websites Readership Now Available

By: Press Release

NADbank announces the introduction of its Integrated Newspaper Planning Tool. In conjunction with Nielsen IMS, NADbank has developed a planning tool to evaluate the total impact of a newspaper’s print and website reach in the marketplace.

The new software programme is the first single-source cross-platform planning tool available in Canada. Data from the NADbank 2010 Supplementary report provides readership reach curves for website and print products.

“This single-source planning tool allows advertisers to look at their campaign reach across our print and website editions. The planning tool allows us to showcase our total brand footprint in the marketplace. As the NADbank study broadens its measurement to include more digital channels, we will develop more sophisticated tools to reflect all platforms of our business. This is a great first step.”

Andrew Saunders, Vice President, Advertising Sales

Readership at Daily Newspaper Websites
Daily newspapers are no longer a printed medium produced and distributed once a day; they are news media companies distributing content throughout the day, every day, in print and via a wide variety of electronic devices.

New data from 2010 demonstrates that readership at individual websites and the Hub sites (canada.com, canoe.ca and cyberpresse.ca) grows over the week and augments print readership. On the average weekday, print readership is augmented by 5% in Halifax to an additional 8% in Calgary. Over the week, migration between print and website readership grows as readership to both formats of the newspaper increases. Website-only readership remains stable at about 6%. Printed editions remain the dominant format in all markets.

The New Planning Model
This data now allows planners to combine the plans developed in print and on the website to determine a newspaper’s brand footprint in the marketplace. The new planning tool is unique because it is based on singlesource data unlike traditional models which bring two datasets together. Actual duplication and exclusive readership by platform and newspaper are used to generate reach for newspaper campaigns.

This is what our buying community is saying:

“NADbank's Integrated Planning Tool is an important step in the quest for single-source cross-media measurement in Canada. For the first time, media planners can evaluate the combined footprint of a newspaper brand, both online and offline, and show how newspaper websites add incremental reach to a print-only schedule. This will provide an essential tool to help newspapers to leverage the true value of their brands as they continue to extend into the online universe.”

Brian Reeves, Media Director, HBC Media Services    

NADbank is the principal research arm for the Canadian Daily Newspaper industry and a tri-partite organization whose membership is comprised of daily newspapers, advertising agencies and media companies and advertisers. NADbank conducts annual readership, product, retail and lifestyle category studies in urban markets across Canada.