Numbering local readers.

Modelling acceptable data for Britain's huge but fragmented local press

Roger Holland

The idea that satisfactory title and schedule readership information could be reliably generated for the UK's profusion of local daily and weekly newspapers - by modelling from existing data - seemed heretical. But driven on by the Newspaper Society, and resolutely backed by the ad industry, JICREG appears to have broken the back of the data vacuum that afflicts regional newspapers all over the world. With remarkable flexibility, the new 'JIC' generates local schedules (together with readership delivery and performance data by title) to clients' own cost and area specifications. The database also accommodates key data from titles' own readership research where available, and when conducted to JICREG standards.