Community media publisher Archant is changing the way it reports audience data for its key newspaper brands in partnership with ABC.

Archant titles, including the Eastern Daily Press, East Anglian Daily Times and Welwyn Hatfield Times, will deliver print, digital editions, web and social media data, presented through ABC’s Multi-Platform certification programme at the next round of ABC reporting in February.

At the same time, Archant’s London newspaper titles, including the Hackney Gazette and Ilford Recorder will also rejoin ABC including reporting multi-platform figures.

Darron McLoughlin, Archant East audience director, said: “We are delighted that the number of people viewing our content continues to grow year-on-year providing an increasing audience for our advertisers.  

“Working with ABC and their multi-platform report ensures we can guarantee these numbers across the online, digital and social worlds with absolute clarity to our local and national clients.”

Les Middleton, associate director, MediaCom, said: “It’s great news that a respected and established regional publisher such as Archant is moving to multi-platform reporting.  As a buyer it is imperative that we have timely, accurate, industry-agreed data at our fingertips so we can provide maximum transparency and assurance of brand reach to our clients.”

Jerry Wright, chief executive, ABC concluded:  “With advertising expenditure growing at the fastest rate for nearly 4 years* this is a smart move by Archant.

“They will be providing multi-platform reporting on their key newspapers brands across print and digital channels and this will be welcomed by agencies who are always keen to provide their clients with maximum transparency through the most recent industry standard figures available.”

*AA/Warc Expenditure Report, Q2 2015

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