Guardian News and Media and the Telegraph Media Group have launched the “Audiences Not Platforms 2.0” initiative, which will allow media planners and buyers to build campaigns around the audiences of both news publishers in one process.
The “Audiences Not Platforms” planning tool will provide access to 22 million UK adults across 200 Guardian and Telegraph platforms, including both print and online channels. The companies said in a statement that the tool would include a greater sectional breakdown of audiences, and usage on desktop and apps.
The collaboration developed from industry demand for simpler and more efficient planning for agencies and advertisers when dealing with media companies.
Executive director for Telegraph Media Group, David King, hinted that this partnership might lead to more collaborative projects among publishers in the media industry.
“As brands are increasingly using multiplatform campaigns to improve engagement and effectiveness, we wanted to help planners and buyers optimise their campaign reach and frequency,” he said.
“We are very proud to be able to introduce this industry tool in partnership with GNM. We hope this is just the first step in quality publishers working collaboratively towards giving our customers the single source data they require across multiple platforms.”
Deputy chief executive of Guardian News and Media, David Pemsel, said that the company continues, “to lead the pack with cutting edge cross-platform planning tools”.
“It’s great to work with the Telegraph on the latest iteration and answer the calls of the industry by offering an increasingly simple and effective way of planning campaigns across quality publishers. We look forward to launching this to the market and driving further innovation in this area.”
Pew study shows media ‘preach to converted’
In a new study, the Pew Research Center has found that Americans generally get their news from sources that confirm their political and ideological views.
The study, “Political Polarization & Media Habits”, is part of a year-long effort by Pew, and found that “those with the most consistent ideological views on the left and right have information streams that are distinct from those of individuals with more mixed political views – and very distinct from each other.”
Although the report found that Americans did not live in “ideological bubble[s]”, and were exposed to dissenting political views on a daily basis, there were clear patterns regarding what sources news consumers from the left and right trusted.
The study found that those who considered themselves to have consistently conservative views are more clustered around a single news source than any other group in the survey, with 47 per cent citing Fox News as their main source of government and political news.
Conservatives were also more likely than any other group to have friends that share their political views (66 per cent) and have a greater distrust overall of news media, with conservatives expressing greater distrust than trust of 24 of the 36 news sources measured in the survey.
Among those that considered themselves to have consistently liberal views, the study found that they are less consistent in news sources to which they were loyal, and overall expressed more trust than distrust of news media, with respondents expressing more trust than distrust of 28 of the 36 news outlets in the survey.
Liberals’ most trusted news sources were NPR, PBS and the BBC, and the group is more likely to block or “defriend” someone on a social network, or end a personal friendship, because of politics.
Overall, the most consistently mentioned news sources, when respondents were asked where they turn for news about government and politics, were CNN (named by 16 per cent) and Fox News (named by 14 per cent).
Guardian overtakes NYT
The Guardian has moved past the New York Times to become the second most read English-language newspaper site on desktop after the Mail Online, according to comScore.
In its month-to-month figures for web traffic, comScore figures show The Guardian drew 42.6 million unique visits compared to the New York Times 41.6 million visits, while the Mail Online drew significantly more traffic with 55.8 million unique visits for the month.
In the overall newspaper readership category, The Guardian ranks fifth and the Mail Online fourth, with the top three visited sites the Xinhua News Agency (90.2 million uniques), People’s Daily Online (89.1 million uniques) and China Daily Sites (56.4 million uniques), all from Chinese newspapers.
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