The publishing industry has launched a new audience measurement currency that promises to give advertisers access to transparent data and open up new opportunities to plan and trade audiences across UK newsbrands and magazines.

The move means that for the first time, marketers can look at audience delivery across all publisher platforms – phone, tablet, desktop and print – which reach 91% of the UK population every month.

It comes at a time when trust in digital media is at an all-time low – driven by ongoing issues around fake news, social media, ad fraud and viewability – with the new data hoping to give the industry a “renewed confidence” in its advertising trading currency.

The new data currency has been produced by PAMCo – the joint industry currency for publishers – having decided three years ago that its former measurement system, the National Readership Survey (NRS), was no longer fit-for-purpose.

PAMCo’s chair, Jan Gooding, says trust and transparency have been “vital ingredients” in the development of PAMCo, which represents an era of “growing up” for the industry as it looks to “get back on the front foot” in the fight-back against the big digital players.

“There is no doubt that this is a landmark moment in time, and how timely that PAMCo should arrive resetting the agenda for the JICs, for all of them to get back on the front foot, because we need all the currencies to be investing in this way,” Gooding said during a press briefing earlier this week (16 April).

“To get the industry to co-operate on this level, with each other, also gives advertisers confidence because in the…