PAMCo Replaces UK's NRS as Reader Currency

In the UK, PAMCo (Published Audience Measurement Company) has released what it describes as the industry's new audience measurement currency, 'Audience Measurement for Publishers', replacing the previous National Readership Survey (NRS).

PAMCo is funded by UK national publishers represented by the News Media Association (NMA) and the Professional Publishers Association (PPA) together with agency body the Institute of Practitioners in Advertising (IPA). It was set up in 2015 to replace the NRS as the organisation which oversees the audience figures for British newspapers and magazines.

The organisation's data uses passive measurement techniques, together with 35,000 face-to-face interviews, giving a single, de-duplicated view of publishers' audiences across all content platforms. According to PAMCo, the new data currency will allow users to look at audience delivery across all publisher platforms for the first time - phone, tablet, desktop and print; unlocking the 'huge numbers' of individuals consuming publisher content on phone and tablet devices - these were not previously visible on the NRS.

Jan Gooding (pictured), Chair of PAMCo, comments: 'This new, joint industry currency (JIC) replaces NRS which was no longer fit for purpose in a digital world where the way readers consume their media is changing at an incredible pace. The new data offers greater visibility and accountability to both publishers and advertisers, giving the industry renewed confidence in its advertising trading currency'.

Web site: www.pamco.co.uk .