JICREGJoint Industry Committee for

regional media researchQuick Start Guide

Purpose of this Guide

This Quick Start Guide has been designed to show first time/irregular users the basic concepts

and operation of JICREG and Jic-in-a-box software package

For further reading go to www.jicreg.co.uk

Contents

JICREG

• What is it?4

• Structure 5

• Why we need it? 7

• Readership data? 8

• Why is it so helpful? 9

• How to access data 10

• Free data available 12

• Cross Media database 13

• Subscriber data available 15

• Mapping 16• Area Reports 19• BRAD Intelligence 20• Schedule analysis 22• JICREG Nationals 24• Planned developments 27• Contacts

28

JICREG: What it is

• JICREG (Joint Industry Committee for Regional Media Research) provides an audience currency for the local press and associated websites, and includes data on virtually all regional and local newspapers in GB with audited circulation figures, and the majority of their websites.

JICREG structure

JICREG is an independent limited company and is run by a board of directors made up of nominees from:

• IPA on behalf of advertising agencies• ISBA on behalf of advertisers• NS & independent local newspaper groups.

Reporting to the board is a user group, a technical forum, and various specialist sub-committees.

JICREG board

Howard Scott Newsquest - chairman Bob Wootton ISBA

Chris Pennock Johnston Press Gary McNish AMRA

Les Middleton Mediacom Lynne Robinson IPA

Robert Ray The NSDavid Roddick Northcliffe

John Prentice PHD Jim Jarrett Mindshare

Alan Harris MNA

Why we need it

JICREG arose out of agencies’ requests for a detailed planning tool for the regional media. Their need was driven by:

• The requirement to identify the strength of competing papers and websites in any area.

• The growth of local media opportunities.• The desire for an industry-led audience

currency.

Newspaper readership data

Newspaper audience data are generated by applying readers per copy (RPC) figures to circulation breakdowns at postcode sector level. The RPC figures are generated either from market research, undertaken to JICREG guidelines, or by using JICREG models.

These models have been developed following detailed analysis of all available research and demographic details and are regularly updated to ensure they reflect current research findings.

Website audience data

Website audience data are generated by applying adults per browser (APB) figures to latest average monthly unique browser figures. The APB figures are generated either from market research, undertaken to JICREG guidelines, or by using JICREG models.

These models have been independently and successfully appraised.

Why is JICREG so helpful?

• JICREG provides audience data for all GB regional papers with audited circulation figures, and the majority of their websites.

• It is a trusted and widely used currency.

• Geographical flexibility enables any area to be analysed.

• It links to numerous other regional media planning systems.

How to access JICREG data

• Basic data on papers, websites and pre-set areas are available via free internet database.

• Jic-in-a-box subscribers can access more detailed data via internet database.

http://jiab.jicreg.co.uk

JICREG Internet database receives 70,000 page requests, 800 users & 3,500 reports per week

JICREG at the heart of regional media planning

• Mapping – establish catchment area & define by postcode sector.

• Jic-in-a-box – detailed audience for all papers and their websites in any catchment area.

• MP database for details of all other cross-media opportunities via local papers.

• Links to Brad Intelligence with rates & contacts.• Maps showing comparative coverage of catchment area.• Schedule analysis gives net reach and frequency of any

print and/or website schedule .• JICREG Nationals enables national press coverage to be

shown in any area.

Free JICREG data available

Users can obtain standard reports on the audience for regional newspapers and their websites in the following areas etc:

• Locations (towns & villages)• Counties• ILR areas• ITV areas• Net ITV areas• Reg Gen areas• Local Government areas• Individual newspapers

Location report example

Shopping list of allpapers in the area.Hampshire Chronicle, a

weekly paid paper, has a readership of 16,584 in Winchester, 40% cover of all adults.

Location report

Details of most local paper websites.

Hampshire Chroniclewebsite has 6,496

monthly adult audience, 16% cover.

Location report Deduped audience of Hampshire Chronicle plus its website

18,835 adults,46% cover and 23,081 impacts.

Cross-media database

The standard area reports are linked to the media portfolio database which provides details of other media opportunities available via regional newspapers, including:

• Websites• Magazines and niche publications• Specialist sections & supplements• Radio and TV stations

Media Portfolio example

JIAB subscribers

Subscribers to Jic-in-a-box can get far more detailed data and can link the system to other software packages, including:

• Mapping• Brad intelligence• Schedule analysis• JICREG Nationals

Jic-in-a-box users includeAgencies/Advtrs Media Insight Publishers/Sales Houses Northcliffe Accord MPG Aberdeen Press & Journal Newsquest SouthamptonAMS Mediacom Bristol Daily Record Newsquest SussexArtavia Mediaedge CIA Dunfermline Press Newsquest WiltshireBarkers MediaVest Kent Messenger Newsquest WorcesterTBWA MG OMD Liverpool Newsquest YorkBDW Mindshare Manchester NWN MediaBLM MKH Advertising Midland News Northcliffe HullByron Advtg Perception Media Newcastle Northcliffe LeicesterCarat PHD Media Newsquest Essex Northcliffe PlymouthEMO Robson Brown Newsquest Bolton Northcliffe South EastFeather Brooksbank Stracom Newsquest Bradford Northcliffe TruroFraser Green TCS Newsquest Cheshire ScotsmanGRP Tri-Direct Newsquest Media Sales Sheffield NewspapersInitiative Universal McCann Newsquest Newport SUNJohn Ayling Vizeum Newsquest N London Western Mail & EchoMcCann Erickson Walker Media Newsquest Scotland AmraHillarys Blinds Lidl UK Mediaforce Clacksons

Mapping systems

Mapping systems, including JICREG Mapping can be used to identify drive time or distance catchment areas, which can then be analysed in Jic-in-a-box.

They can also be used to show individual newspaper coverage of catchment areas.

Mapping

Shows how circ areas match catchment areas.

Dorchester

Frome

Warminster

Salisbury

Devizes

LymingtonNew Milton

Andover

Newport

Shanklin

Eastleigh

Winchester

Petersfield

Alton

Farnham

Haslemere

Godalming

Horsham

Bath

BournemouthPoole

Swindon

Portsmouth

Basingstoke

Bognor Regis

Aldershot

Farnborough

Littlehampton Worthing

Guildford

Woking

Slough

Staines

SOUTHAMPTON

READINGBasingstoke Monday Gazette

Hampshire Chronicle

Romsey Advertiser

SO23 8 30 mins

Southampton - Southern Daily Echo

Drivetime example

Southern Daily Echo is strongest paper with 10.6% cover of all adults.

Hollow Meadows

Edale

New Mills

MarsdenMeltham

Slaithwaite

Hebden Bridge

Queensbury

Penistone

Oughtibridge

Bramhope

Harewood

Hemsworth

South Elmsall

Thurnscoe

Boston Spa

Tadcaster

Copmanthorpe

Epworth

Finningley

CrowleThorne

Howden

Glossop

Hollingworth

Bingley

Keighley

Holmfirth

Honley

Pudsey

Chapeltown

Hoyland

Stocksbridge

Aughton

Castleford

Knottingley

Pontefract

Garforth

Maltby

Adwick le Street

Hatfield

Selby

Goole

Halifax

Dewsbury

Huddersfield

Barnsley

Wakefield

Rotherham

Doncaster

BRADFORD

SHEFFIELD

LEEDS

BARNSLEY CHRONICLE

Leeds Weekly News Group

WAKEFIELD & ROTHWELL EXTRA

WAKEFIELD EXPRESS

WF1 1 - 15min

Newspaper coverage example

Brad Intelligence

Brad Intelligence can provide rates, contacts, historical trend data and other useful information on all newspapers in any area.

Schedule analysis

Jic-in-a-box can be liked to all schedule analysis software packages, Telmar, IMS, and Kantar Media Choices, enabling the net reach and frequency of any regional press and/or website schedule to be established against various target audiences within any area.

Schedule Analysis

Net reach and frequency of multiple insertions in papers.Coverage increases over time.

Winchester 30 minute drive time

Target - Adults

  1 2 Readership

Readership

  Unit

Media Insertions

Insertions

  % CPT Cost

Andover Advertiser

0 1 25,727 3.49 0.0 0.0

Basingstoke Thursday Weekend Gazette

0 1 36,535 4.96 0.0 0.0

Hampshire Chronicle

1 1 32,912 4.46 0.0 0.0

New Forest Post

0 1 10,157 1.38 0.0 0.0

Romsey Advertiser

0 1 16,669 2.26 0.0 0.0

Southampton - Southern Daily Echo

1 1 78,100 10.59 0.0 0.0

Schedule Totals

  Total   Reach Total Total Avg. Total

  Uses Reach % GRPs Impacts Frequency

Cost

Schedule 1 2 108,875 14.77 15.06 111,012 1.02 0.0

Schedule 2 6 192,980 26.18 27.15 200,100 1.04 0.0

Winchester 30 minute drive time

Target - All Adults

    Audience

Audience

Total Total Reach   Total

Media Uses   % GRPs Impacts % CPT Cost

Basingstoke Thursday Weekend Gazette

4 36,535 4.96 19.82 146,140 6.3 0.0 0.0

Hampshire Chronicle

4 32,912 4.46 17.86 131,648 6.73 0.0 0.0

Romsey Advertiser

4 16,669 2.26 9.05 66,676 3.12 0.0 0.0

Southampton - Southern Daily Echo

4 78,100 10.59 42.38 312,400 16.38 0.0 0.0

thisishampshire

100.00% 8,682 1.18 4.71 34,728 3.83 0.0 0.0

Schedule Totals

  Total   Reach Total Total Avg. Total

  Uses Reach % GRPs Impacts Frequency

Cost

Schedule 1 17 244,499 33.17 93.82 691,592 2.83 0.0

Local Newspapers

16 225,118 30.54 89.11 656,864 2.92 0.0

Internet 100.00% 28,206 3.83 4.71 34,728 1.23 0.0

JICREG Nationals

JICREG Nationals is a system that enables the readership of national daily and Sunday newspapers to be included on Jic-in-a-box reports, and in the files transferred to schedule analysis software. Very useful to demonstrate how national and regional schedules work together or the value of up weighting a national press schedule with regional press titles.

In order to subscribe to JICREG Nationals, companies have to be current subscribers to Jic-in-a-box and the National Readership Survey.

JICREG Nationals

Coverage of national newspapers on any JICREG report.

Compare national and local press cover. Regional upweight.

National and local campaigns working together.

Hants, Dorset & W Sussex

Target Adults.

  1 2 Readership

Readership

  Unit

Media Insertions

Insertions

  % CPT Cost

Daily Express 1 1 111,687 4.12 0.0 0.0

Daily Mail 1 1 366,330 13.5 0.0 0.0

Bournemouth - The Daily Echo

0 1 69,614 2.56 0.0 0.0

Dorset Echo 0 1 42,746 1.57 0.0 0.0

Southampton - Southern Daily Echo

0 1 84,074 3.1 0.0 0.0

The Argus Brighton

0 1 26,660 0.98 0.0 0.0

Media Totals

  Total   Reach Total Total Avg. Total

  Uses Reach % GRPs Impacts Frequency

Cost

Schedule 1 2 448,554 16.53 17.61 478,017 1.07 0.0

Schedule 2 6 639,979 23.58 25.83 701,111 1.1 0.0

JICREG Nationals

Schedule analysis results.

Planned developments

• Further developments on regional newspaper website audiences.

• Expansion to include coverage of Northern Ireland.

Contacts

• If you have any queries regarding JICREG or Jic-in-a-box, or would like a demo of the systems, please contact:Steve Brown steve@jicreg.co.uk 020 7632 7400Keith Donaldson keith@jicreg.co.uk

020 7632 7400• For queries about JICREG Mapping contact:

Simon Perrysimon@beacon-dodsworth.co.uk 01904 701020