Newspaper body rejects compromise over NRS reform

The rift between the Newspaper Publishers Association and the Periodical Publishers Association over revisions to the National Readership Survey is widening, with the NPA refusing to compromise over its call for NRS to include fewer titles.

The rift between the Newspaper Publishers Association and the

Periodical Publishers Association over revisions to the National

Readership Survey is widening, with the NPA refusing to compromise over

its call for NRS to include fewer titles.



The NPA has signalled its dissatisfaction with NRS by appointing an

independent research body, One World Research, to look at the readership

of newspaper sections.



And as speculation mounted this week that NRS - which is currently

funded by members of both the NPA and PPA - would be left with only the

support of the magazine publishers, Steve Oram, the NPA director, said:

’That may happen, or it may not. We made it very clear to NRS what the

NPA’s requirements are. They are not selfish requirements but are formed

in the full knowledge of what media buyers want.’



Oram said that discussions were ongoing about how both magazines and

newspapers could reach an agreement on the future development of NRS,

but added: ’It won’t be a compromise on the need for substantially fewer

titles.’



He continued: ’The survey is ludicrous in that it includes 300 titles -

it must be one of the longest interviews in the world. It has to have

fewer core titles - 50 or so magazines - so we can provide better

research for media buyers.’



Peter Dear, deputy chief executive of the PPA, said: ’Our position is

quite clear: for it to be comprehensive, an extensive list of media

needs to be covered.’ But he added that he was sure a compromise could

be reached.



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