The creation of the Publishers Audience Measurement Company (Pamco) spells the end of the National Readership Survey (NRS) after nearly 60 years of measuring publishers’ audiences.
Simon Redican, chief executive of the NRS, will lead Pamco as the chief executive designate.
Since its post-war inception in 1956, the NRS has provided the benchmark readership metrics for national and regional newspapers, as well as for magazines.
But last summer publishers called for a review of their relationship with the NRS, culminating in today’s announcement that it is to be replaced.
David Wheldon, the head of brand, reputation and citizenship at Barclays Group, said: “This is a big leap and very welcome.
“It represents the biggest change to the measurement of audiences for newspapers and magazines for more than 50 years and it means that we will have access to numbers that reflect the complexity of today’s readers.”
A shadow Pamco board has been established and will be chaired by Rufus Olins, the chief executive of Newsworks, the Newspaper Publishing Association’s marketing body, which represents the major news publishers (News UK, Trinity Mirror, Telegraph Media Group. Guardian Media Group, ESI Media and DMG Media).
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