Rebranded press trade body claims 2m readership boost

The Newspaper Marketing Agency has today relaunched itself as Newsworks in a bid to reflect the increasingly digital nature of national newspapers.

The NMA, or Newsworks as it is now called, is funded by the main national press titles to promote the value of advertising with them.

As part of its relaunch, Newsworks today released a flurry of statistics about the value of advertising with national press brands.

Citing figures arrived at by combining the National Readership Survey, ABC (online) and a consumer survey called TGI – Newsworks claims that the main UK national press titles (plus the Evening Standard) have a combined daily readership of 24.4m, compared with 22.6m five years ago.

Comparing data from BARB (for TV viewing) and the National Readership Survey – Newsworks claims that more 16 to 24-year-olds read print newspapers every day (2.6m) than watch X Factor(1.4m).

And according to a survey of advertisers quoted by Newsworks, every £1 spent on press advertising returns £1.40 of profit.

Citing figures from the IPA Touchpoints survey of consumers, Newsworks says those who read newspapers in print and online spend 6 hours 23 minutes a week on average with the "newsbrands" they represent (46 minutes more than two years ago, according to Newsworks). This is said to equate to two hours and 37 minutes a week online and three hours 49 minutes a week in print. According to Newsworks, the same survey found in 2010 that consumers spent one hour 55 minutes a week with press titles online and three hours 47 minutes in print.

Chief executuve of Newsworks Rufus Olins said: "The media landscape is evolving fast, and this is affecting the national press as much as any other medium. We need to start thinking differently – it's not just about printed newspapers, it's about newsbrands in all their forms.

"We are changing our organisation to reflect this new narrative in media, but our focus – as the new name suggests – will be on helping advertisers and agencies to understand all the opportunities offered by the medium, and to use it effectively on all the different platforms."

Newsworks is funded by: Guardian News & Media, Independent Print Limited, Associated Newspapers, Mirror Group Newspapers, News International and Telegraph Media Group.

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