NMA launches benchmarking tool for members

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America's News Media Alliance has teamed with Mather Economics to launch a new digital metrics platform for its members.

NMA hopes to have 100 members on board by the end of next month with the metricsXchange tool, which provides real-time comparison between markets and publications.

President and chief executive David Chavern says there was previously no tool that allowed media companies to see "all at once" their performance as well as how they stacked up against other publications.

"I think we have achieved that and I am very excited about the future."

The platform was designed specifically for the publishing industry and connects advertising revenue and site data by user and content. Participating members will be able to view their individual revenue, impression and average CMP data and compare it to anonymous peer data. Additionally, data will be available on unique visitors, page views, time on page, referral sources and power users.

The Alliance will generate quarterly reports to establish industry benchmarks and identify best practices.

In order to collect this data, during the onboarding process, light-weight tags are installed on members' sites, allowing metricsXchange to provide real-time comparisons across the field.

News Media Alliance innovation vice president Michael MaLoon says the platform will make performance analysis and comparison against peers easier: "Publishers can now with a few clicks view reliable benchmarking data. The process would have taken hours on the phone and typing emails just to get publishers willing to share data."

This custom, proprietary tool is provided at no additional cost to Alliance members. Alliance members including Dallas Morning News, Newsday, the Seattle Times, Schurz Communications, El Vocero and the McClatchy Company have so far signed on to use the tool.

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