NADbank Launches Single-Source Readership Tool

Canadian newspaper research body NADbank has partnered with Nielsen to launch an 'Integrated Newspaper Planning Tool', which combines analysis of a newspaper's print and web site reach to assess overall impact.

NADbank, which has a membership comprising daily newspapers, ad agencies, media companies and advertisers, conducts annual readership, product, retail and lifestyle studies across Canada. The body claims its new software is the first single-source platform planning tool available in the country, allowing users to determine a newspaper's brand footprint in the marketplace and draw up combined print and online plans.

Brian Reeves, Media Director at HBC Media Services, comments: 'For the first time in Canada, media planners can evaluate the combined footprint of a newspaper brand, both online and offline, and show how newspaper web sites add incremental reach to a print-only schedule. This will provide an essential tool to help newspapers to leverage the true value of their brands as they continue to extend into the online universe.'

Web site: www.nadbank.com .