NEWS29 September 2011

Canadian newspaper body to track print and online readership

New business News North America

CANADA— Nadbank, the body that provides audience research to the Canadian newspaper industry, is teaming up with Nielsen to measure print and online audiences.

The organisation said its system is the country’s first single-source cross-platform planning tool.

Although printed newspapers remain the dominant format for Canadian publishers, a significant proportion of readers now access articles online. Nadbank’s new system allows publishers to understand the extent to which their online and print readerships overlap, and measure the combined reach.

The organisation said: “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.”