The audience for newsbrands in their traditional printed format has long been in decline, and traditional advertising revenues have gone in the same direction. Newsbrands haven't seen equivalent compensatory growth in the revenues derived from digital advertising, even though many have large online and mobile audiences.

In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way. Average Issue Readership (AIR) served well as an audience currency for generations, but it no longer tells enough of the story.

The integration of research measuring traditional print audiences with passively collected digital behaviours allows for the creation of new target audience concepts which represent the readers who are the most engaged across platforms. These audience concepts permit newsbrands to argue the case for advertising campaigns across both print and digital platforms.