LONDON: The Newspaper Society (the UK trade body for regional titles) has embarked on a joint initiative with Audit Bureau of Circulations Electronic.
The two organizations, faced with declining ad revenues, are developing a media planning tool that will detail cross-platform readership.
The society's Media Portfolio Database already includes information on eight hundred of the nation's 1,100 local newspaper websites, many of which will be reporting online user figures for the first time.
But the joint project is still seen as "a work in progress", with a date yet to be set for the release of ABCE-audited data.
Meantime, the Newspaper Society database will be expanded to include user figures from multimedia add-ons such as video and audio.
The finished product, when launched, will enable users to plan and target local campaigns, facilitating searches by publisher, title, format and postcode.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff