NADbank, in conjunction with Nielsen IMS, has announced the introduction of an integrated newspaper planning tool to evaluate a newspaper’s print and website reach in the marketplace.

The software program allows planners to combine data from plans developed in print and on websites to determine a newspaper’s brand footprint, Anne Crassweller, president NADbank tells MiC. It’s unique because it’s based on a single source of data, unlike traditional models which bring two data sets together.

“The brands don’t want be known as print products or websites, but as newspapers which have a variety of distribution channels,” she says. “That’s the reason we did it, so they can be thought of as media publishing organizations who distributed their content over a variety of channels.”

Crassweller says this is one step in a process for NADbank to measure everything a newspaper does, from apps to replica copies online.

Photo: ElvertBarnes, Flickr Creative Commons