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Trinity Mirror's regional titles to have monthly ABC audits Trinity Mirror's regional titles to have monthly ABC audits
(5 months later)
Trinity Mirror has decided to have the circulations of its regional daily and Sunday newspapers audited every month.Trinity Mirror has decided to have the circulations of its regional daily and Sunday newspapers audited every month.
From May onwards, its titles will move from the six-monthly audit by ABC, the regional industry norm, to the monthly audit that is used by national papers.From May onwards, its titles will move from the six-monthly audit by ABC, the regional industry norm, to the monthly audit that is used by national papers.
Historically, regional newspapers across England and Wales - in company with weeklies - have reported sales every half year.Historically, regional newspapers across England and Wales - in company with weeklies - have reported sales every half year.
In Scotland, some titles - such as The Scotsman and The Herald, plus their Sunday equivalents - were audited monthly, but their owners (Johnston Press and Newsquest respectively) recently transferred them to six-monthly sales reporting.In Scotland, some titles - such as The Scotsman and The Herald, plus their Sunday equivalents - were audited monthly, but their owners (Johnston Press and Newsquest respectively) recently transferred them to six-monthly sales reporting.
Northern Ireland's dailies have always preferred to have six-monthly circulation audits.Northern Ireland's dailies have always preferred to have six-monthly circulation audits.
Doubtless, Trinity-Mirror's decision is related to the desire of its chief executive, Simon Fox, to merge its national and regional divisions into a single entity.Doubtless, Trinity-Mirror's decision is related to the desire of its chief executive, Simon Fox, to merge its national and regional divisions into a single entity.
It also follows the reorganisation of its national sales team to offer media buyers the chance to place adverts across the group's entire portfolio, in print and online.It also follows the reorganisation of its national sales team to offer media buyers the chance to place adverts across the group's entire portfolio, in print and online.
That's the clear meaning behind the slightly jargonistic, self-serving statement by Mark Hollinshead, Trinity Mirror's chief operating officer. He said: "In a multi-channel environment our clients require robust and transparent audience data on all of our news brands – in print, online, mobile and e-editions – delivered in a consistent format and on a far more regular basis."That's the clear meaning behind the slightly jargonistic, self-serving statement by Mark Hollinshead, Trinity Mirror's chief operating officer. He said: "In a multi-channel environment our clients require robust and transparent audience data on all of our news brands – in print, online, mobile and e-editions – delivered in a consistent format and on a far more regular basis."
The affected Trinity Mirror titles are: Manchester Evening News, Birmingham Mail, Liverpool Echo, Newcastle Chronicle, South Wales Echo, Teesside Gazette, Coventry Telegraph, Daily Post Wales, Sunday Sun, Sunday Mercury and Wales on Sunday.The affected Trinity Mirror titles are: Manchester Evening News, Birmingham Mail, Liverpool Echo, Newcastle Chronicle, South Wales Echo, Teesside Gazette, Coventry Telegraph, Daily Post Wales, Sunday Sun, Sunday Mercury and Wales on Sunday.
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