The Newspaper Association of America has come out with a new database, NADbase, that goes a long way towards settling the ongoing debate over how to count eyeballs. We call them Opportunities to See (OTS) others call them impressions. Either way, ever since the rise of the Internet, there's been a debate over how to account for the people you reach with stories online. Now the NAA has aggregated the data for readership, Web usage and demographic data for the largest 100-plus newspapers, by readership, in the top 75 U.S. markets. It also includes data for three national newspapers.100 print and on-line newspapers. Even more useful, it translates it into reach numbers.
According to their press release: "Each publication’s print readership data—all of which already is available through third-party syndicated services—will be broken down by gender, age group, household income level and total reach within their designated market areas. NADbase will further include average weekday readership, cumulative weekday readership, Sunday readership and readership over four consecutive Sundays.
Newspapers’ on-line usage numbers, covering a 30-day period as tracked by Nielsen//NetRatings in New York City, also will be included in the report. Approximately 95 percent of the print data comes from Scarborough Research in New York City, whose data-collection processes are accredited by the Media Ratings Council.
In total, NADbase represents the first industry-wide effort in the history of U.S. newspapers to package uniformly measured total audience reach data into a single report, NAA says. Future versions of NADbase could include additional newspapers and metrics, and even possibly a listing of each company’s ancillary products, such as Spanish-language papers, Total Market Coverage publications, youth tabloids and lifestyle supplements.