The PPA has welcomed the announcement from the National Readership Survey Ltd (NRS) regarding the release of NRS PADD (Print And Digital Data).
NRS PADD is a new dataset, scheduled for release on September 10, which will combine print readership data provided by NRS with online readership data to deliver a unified print and online readership figure for magazine brands.
Barry McIlheney, CEO of the PPA, said: “PPA members continue to expand their activities across multiple content platforms, achieving ever-greater audience engagement. For the many consumer magazine brands where print co-exists alongside a complementary online presence, NRS PADD delivers a valuable new measure of that combined reach.”
He added: “Media consumption patterns are increasingly complex, and developments such as NRS PADD demonstrate how the industry is broadening its approach to measurement, providing advertisers and agencies with a more complete picture of the audience engagement achieved by magazine brands.”
The PPA is represented on the NRS Board by Jackie Newcombe, Managing Director of IPC Southbank. Sylvia Auton, IPC Media CEO, said: “Print obviously remains very important to our business but the reality is that our brands are increasingly multiplatform brands that consumers engage with in a variety of different ways.
"We welcome NRS PADD because we now have trading and planning currencies that are beginning to reflect this development and which will enable us to prove to our clients the powerful and growing reach of our brands. This is a significant step forward for the industry and we eagerly await the first data release.”
Full details on NRS PADD are available on the NRS website.