Press for change

Danny Kay

Kantar Media

Pressure on local media's revenue and costs has prompted a need for a cheaper and more effective telephone-based audience research tool

It is well documented that the current climate has not been kind to the regional publishing industry. Nevertheless, regional newspapers and websites remain very strong and influential in their local markets, and the need to demonstrate this has become more pressing than ever.

In the UK, the local audience measurement currency is administered by the Joint Industry Committee for Regional Media Research (JICREG). It was was set up in 1990 and has revolutionised the way local media advertising is planned, bought and sold, by providing credible audience data for the vast majority of regional newspapers and their websites. It is the currency used by advertisers, agencies, regional press publishers and their sales houses in the UK.