Nationwide Roadshow Launched For JICREG True Local

A roadshow to help agencies and publishers understand the new JICREG True Local audience measurement system, which has been backed by MediaCom Worldwide chairman and chief executive Stephen Allan, is taking place over the summer.

Agencies and publishers across the UK are being briefed on the new system which uses a combination of PAMCo, Comscore, and audited circulation data to enable agencies and advertisers to see how local media is consumed in print, mobile and desktop.  

Data from the new system, which went live in June, shows that mobile boosts local media’s audiences by 94 per cent, with the industry now reaching 40.6 million adults a month in print and digital.

Welcoming the launch, which was covered by Mediatel and Campaign, MediaCom’s Stephen Allan said that he hoped it would be a “catalyst” for agencies and advertisers to reassess their relationship with local media.

In an open letter to the advertising community, local media publishers said: “We firmly believe that you should have the benefit of a robust, transparent audience currency which shows the full power of local  media.”

In piece for Mediatel this week headlined ‘Why aren’t media agencies supporting the regional news industry?‘ Pintarget managing director Charlie Makin welcomed the “heavily promoted” launch of JICREG True Local and said local media now represented a new opportunity for advertisers. 

Mr Makin said: “Local matters. It really matters, for many, many of reasons. People are a more connected to their local communities than any coherent national identity. Highly effective brands need to communicate on every level and that means connecting effectively at a community level.

“Most brands don’t focus enough attention on local audiences; it’s often regarded as peripheral and unimportant marketing activity. However, every single purchasing decision in the UK is made locally, whether in-store or online.

“Secondly, properly managed, strategic investment in local communication drives spectacular results, driving significant improvements in both attitudes to brands and ultimately, sales.

“Recently, the general focus of marketing agencies has been to focus on segmenting audiences, usually irrespective of where they live. The opportunity is to locate real consumers and communicate locally is massive. Properly executed this can drive significant growth.”

Following the launch, JICREG chief executive Keith Donaldson and Local Media Works head of marketing Justin Fenton kicked off a nationwide roadshow to help publishers and media agencies get to grips with the new system.

The roadshow has been to Scotland to brief teams at DC Thomson and Newsquest in Glasgow as well as agencies such as The Media Shop in Glasgow.

Publishers such as Reach plc and Tindle have been briefed as well as agencies including MediaCom, Manning Gottlieb OMD, PHD, Mindshare, The Media Shop Scotland and Cogent and Wavemaker.

To set up a briefing session please contact Keith Donaldson or Justin Fenton.