News Limited will start to include its digital data in the next set of Australia Bureau of Circulation, its chief executive Kim Williams said today.
Answering a question posed by a journalist from the Fairfax publication the Australian Financial Review Williams said they had not revealed the figures up until now to get their figures in order.
He said: “The decision to do it is to do it in a way that’s orderly and properly composed, and presenting a landscape that’s helpful to everyone.”
He said they had held off until new metrics to measure engagement being put together by the Newspaper Works had been completed.
Williams also stood by the company’s use of paywalls and the way they are introducing them into Australia, adding: “I’m a real believer in paid content. I think we still have a lot to learn from consumers.”
In his speech to the Accountability in Ad Spend conference run by the Audit Bureaux of Australia Williams outlined the changes being undertaken in News Limited, and criticised the fixation with circulation data.
“They are only part of the story, too much of the press reports it like it’s a horse race, who’s up and who’s down, rather than try to put it in context, to look at it as a whole.”
In conclusion he said: “In the new world content is King, but reach is Queen. Data and customer insights are increasingly important Lords of the kingdom. Consumers are, if not God, then very strong deities.”
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