Online Newspaper Measurement Tool Launched

In the UK, the Newspaper Marketing Agency (NMA) has launched a tool to provide data about readership of national newspapers online.

Its new Noa (Newspapers Online Analytics) system is part of the agency's PressClick initiative, which showcases new research and insights into online national newspapers.

The system collates data on traffic to online newspapers and provides figures for the overall traffic by month, by day of the week and by time of day. In addition, it strips out those who visit multiple sites to provide monthly de-duplicated data.

Noa drills down into the data to give information on the areas of content viewed, the entry points to the sites, the referring domains, the search terms used to find the sites, and how long people spend on them.

Data is then benchmarked against ABCe - which is the industry standard for auditing the national newspapers' total online audience - to help advertisers and planners maximise the effectiveness of their campaigns.

'Noa creates a great addition to the planning armoury in a way that has not been available before,' commented Ian Armstrong, Manager - Customer Communications at Honda UK. 'This work should bring a greater awareness of the scale of online newspaper sites and the value that they can add to a campaign, ultimately becoming a key part of the planning process.'

The data for Noa is provided by sophus3, a company which measures and analyses e-business management information and has worked with the NMA on research to track the ability of national newspapers to drive consumers to brand web sites.

As well as publishing Noa, the NMA provides information about consumers' use of the national newspapers' print and online formats, and partners with consumer brands to study the effectiveness of newspaper ads.

Web sites: www.nmauk.co.uk and www.sophus3.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.