{"id":4308,"date":"2019-06-11T09:45:00","date_gmt":"2019-06-11T08:45:00","guid":{"rendered":"https:\/\/newsmediauk.org\/stephen-allan-calls-for-agencies-to-reconsider-local-media\/"},"modified":"2024-05-03T09:47:25","modified_gmt":"2024-05-03T08:47:25","slug":"stephen-allan-calls-for-agencies-to-reconsider-local-media","status":"publish","type":"post","link":"https:\/\/newsmediauk.org\/blog\/2019\/06\/11\/stephen-allan-calls-for-agencies-to-reconsider-local-media\/","title":{"rendered":"Stephen Allan Calls For Agencies To Reconsider Local Media"},"content":{"rendered":"<p>MediaCom Worldwide chairman and chief executive Stephen Allan has welcomed the&nbsp;<a href=\"http:\/\/www.localmediauk.org\/News\/jicreg-true-local-mobile-doubles-local-media-audiences\">launch&nbsp;of JICREG True Local<\/a>&nbsp;saying that he hopes it will be a &#8220;catalyst&#8221; for agencies and advertisers to reassess their relationship with local media.<\/p>\n<p>In an op ed welcoming the launch of the new audience measurement system, which has run in <a href=\"https:\/\/www.campaignlive.com\/article\/reassess-relationship-local-media\/1586866\">Campaign<\/a>&nbsp;and <a href=\"https:\/\/mediatel.co.uk\/newsline\/2019\/06\/10\/why-adland-needs-jicreg-true-local\/\">Mediatel<\/a>, Mr Allan said: &#8220;The media landscape has seen an unprecedented level of change in recent years.<\/p>\n<p>&#8220;The explosion of digital platforms and the rapid growth in smartphone usage have fundamentally changed the way media is distributed and consumed.<\/p>\n<p>&#8220;Advertisers know they need a media agency that understands this rapidly evolving landscape and can use it to deliver the best results for their brand.<\/p>\n<p>&#8220;This means understanding both the challenges and the opportunities we currently face.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">Reassess your relationship with local media, <a href=\"https:\/\/twitter.com\/MediaComGlobal?ref_src=twsrc%5Etfw\">@MediaComGlobal<\/a>&#8216;s Worldwide chairman and CEO writes <a href=\"https:\/\/t.co\/yPvV9vakvL\">https:\/\/t.co\/yPvV9vakvL<\/a> <a href=\"https:\/\/t.co\/NtbKTgJOg3\">pic.twitter.com\/NtbKTgJOg3<\/a><\/p>\n<p>&mdash; Campaign (@Campaignmag) <a href=\"https:\/\/twitter.com\/Campaignmag\/status\/1138109634902933505?ref_src=twsrc%5Etfw\">10 June 2019<\/a><\/p><\/blockquote>\n<p><script src=\"https:\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>&#8220;The challenges in the digital space are well documented and do not need repeating here.<\/p>\n<p>&#8220;But these issues mean that it is more important than ever before for us to work with highly trusted, transparent and accountable media that really delivers.&nbsp;<\/p>\n<p>&#8220;And, crucially, to work with media that are able to prove these credentials.<\/p>\n<p>&#8220;Local media, local news brands in print and digital, have traditionally been leaders in the field of audience measurement.<\/p>\n<p>&#8220;Now, following the sharp rise of mobile, the sector has built on previous successes with the launch of JICREG True Local which shows the industry&rsquo;s deduplicated reach across print, desktop and mobile, down to the postcode sector level.<\/p>\n<p>&#8220;For agencies, this latest demonstration of the commitment by the news media sector to robust and transparent audience measurement is very welcome. In 2018, the nationals launched PAMCo.<\/p>\n<p>&#8220;This new innovation will enable to us to give advertisers a precise and clear picture of what local media now delivers.<\/p>\n<p>&#8220;Already, JICREG True Local has provided compelling evidence about the scale of the sector.<\/p>\n<p>&#8220;Local media in print and digital reaches 40.6 million a month, with mobile providing a 94 per cent audience uplift.<\/p>\n<p>&#8220;Ten million young adults read local media on mobile, demonstrating that young people are engaging with local media content.&nbsp;<\/p>\n<p>&#8220;And, crucially, we also know that local news media offers a highly trusted and brand safe environment populated by content produced by trained journalists.<\/p>\n<p>&#8220;While we spend much of our time looking at the global digital platforms, it&rsquo;s important that advertisers and agencies don&rsquo;t lose sight of the power that local media holds.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">&#8220;We need communications channels that are trusted by their audiences and underpinned by a robust currency,&#8221; argues Stephen Allan, MediaCom&#8217;s Worldwide Chairman &amp; CEO <a href=\"https:\/\/twitter.com\/hashtag\/JICREG?src=hash&amp;ref_src=twsrc%5Etfw\">#JICREG<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/transparency?src=hash&amp;ref_src=twsrc%5Etfw\">#transparency<\/a><\/p>\n<p>&mdash; MediaCom Global (@MediaComGlobal) <a href=\"https:\/\/twitter.com\/MediaComGlobal\/status\/1138033817447477249?ref_src=twsrc%5Etfw\">10 June 2019<\/a><\/p><\/blockquote>\n<p><script src=\"https:\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>&#8220;I welcome the launch of JICREG True Local and hope that it will be a catalyst for both agencies and advertisers to reassess their relationship with local media.<\/p>\n<p>&#8220;More than ever before, we need communications channels that are trusted by their audiences and underpinned by a robust currency, which provides us with the numbers we need to convince advertisers to invest.<\/p>\n<p>&#8220;In summary, there is a huge opportunity for brands and agencies to capitalise on the ability to deliver messages to targeted local audiences in a rapidly changing and fragmented media environment.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MediaCom Worldwide chairman and chief executive Stephen Allan has welcomed the&nbsp;launch&nbsp;of JICREG True Local&nbsp;saying that he hopes it will be a &#8220;catalyst&#8221; for agencies and advertisers to reassess their relationship with local media.<br \/>\nIn an op ed welcoming the launch of the new&#8230;<\/p>\n","protected":false},"author":4,"featured_media":4309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[27,1],"tags":[],"class_list":["post-4308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-markets-unit","category-news","digital-markets-unit","news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stephen Allan Calls For Agencies To Reconsider Local Media - News Media Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newsmediauk.org\/blog\/2019\/06\/11\/stephen-allan-calls-for-agencies-to-reconsider-local-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stephen Allan Calls For Agencies To Reconsider Local Media - News Media Association\" \/>\n<meta property=\"og:description\" content=\"MediaCom Worldwide chairman and chief executive Stephen Allan has welcomed the&nbsp;launch&nbsp;of JICREG True Local&nbsp;saying that he hopes it will be a &quot;catalyst&quot; for agencies and advertisers to reassess their relationship with local media. 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