In an historic development, the Limerick Independent has become the first free newspaper to apply to the Joint National Readership Survey (JNRS) to be included in its readership survey.  Until now, the JNRS has only surveyed paid-for newspapers.

The six monthly reports produced by the JNRS provide detailed information on the number of readers and the market share of each publication in the survey. The JNRS surveys are regarded by the publishing and advertising industry as being the most definitive and accurate measure of the true readership of any newspaper and its effectiveness as an advertising medium.

The decision by the JNRS to include free newspapers in its next round of surveys comes following submissions made some free newspapers, including the Limerick Independent and the Metro, to the Competition Authority. The announcement was made by the JNRS last month.

The Limerick Independent has made its application to the JNRS along with its sister newspapers, the Cork Independent and the Galway Independent, which together form the IFN Group of newspapers.

The move means that on top of confirming its distribution figures, for each of its three titles in Limerick, Cork and Galway through the Audit Bureau of Circulation (ABC) audit (ABC Bulk and Verified Free Distribution VFD), the IFN Group will now be included in the JNRS readership survey of newspapers, which gives details on paper’s share of the regional and national market.

Established in 1972, the JNRS offers advertisers a chance to better service their clients as the survey contains a wealth of valuable research on readership of newspapers and magazine, as well as lifestyle statements, information on over 200 product categories, together with heavy, medium and light viewing of television and radio listenership.

It is Ireland’s largest random probability survey, with a sample of 7106, and contains a vast amount of information on demographics and make up of the population.

“The expansions of the JNRS to include publications on other markets reflects the dramatic transformation the Irish media landscape, like Irish society in general, has undergone in recent years. The JNRS admission criteria continue to be objective, transparent and non-discriminatory,” a spokesperson for the JNRS stated.

Commenting on the move, Limerick Independent Director, Declan Dooley, said: “The JNRS readership survey is the most definitive and reliable measure of a newspaper’s readership and is the survey which is the most trusted by the media and advertising industry and we are delighted that we are now being given the opportunity to be included in the in the JNRS survey.

“Free newspapers such as the Limerick Independent, are forming an ever increasing and important part of the print media sector in Ireland and inclusion in the JNRS will be a recognition of this,” Mr Dooley said.

Comments (0) »

Show/Hide comment form

Name

Email

Title

Comment

Write the displayed characters

Add Comment