The JICREG project: A schedule-planning breakthrough for the regional press

Roger Holland and Neil Shepherd-Smith

Describes the JICREG project, which uses circulation and demographic data to simulate readership statistics for regional newspapers on the same lines as the NRS does for nationals, so that reach, frequency and cost evaluations can be produced for schedules involving regional newspapers.

The JICREG Project: A Schedule-Planning Breakthrough for the Regional Press

Roger HollandThe Newspaper SocietyNeil Shepherd-SmithTelmar

Today, virtually every major medium in the U.K. has its Joint Industry Committee and, as a result, research data produced on a co-operative basis to enable that medium to be evaluated, bought and sold. There has however been one major omission. The regional press has stood alone and JICless! With a few notable exceptions, no reliable readership information has existed for the great majority of the 1,600 or more free and paid-for regional newspapers in the U.K. Media planning, using reach and...

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