The Week: Media News - Local papers unveil e-data

The local newspaper sector has launched a new industry-wide planning tool to highlight cross-platform readership in a bid to move towards providing audited web traffic figures.

Launched by The Newspaper Society, the Media Portfolio Database will initially include data on 800 of the UK's 1,100 local newspaper websites from the publishers themselves. Officially audited figures from the Audit Bureau of Circulations Electronic will be introduced at a later stage.