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

Roger Holland

A description of JICREG, the Joint Industry Committee for Regional Press Research. JICREG broke new ground by modelling readership data for the 60-70% of local newspapers which did not have it from existing circulation and demographic data.

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'...

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