The joint industry currency (JIC), which has replaced the National Readership Survey, provides insights on how content is read across multiple platforms: print, desktop, tablet and mobile.

PAMCo is an industry-wide collaboration between publishers and agencies, launched to provide a comprehensive audience measurement service for news publishers, magazines and agencies. 

The new JIC, dubbed Audience Measurement for Publishers, is funded by national publishers – including News UK titles, DMG, the Guardian and the Telegraph – represented by the News Media Association (NMA), along with the Professional Publishers Association (PPA) and the Institute of Practitioners in Advertising (IPA).

Launched today, the data indicates that 24.6 million people in the UK are reading content from newsbrands daily, with 41.3 million reading each week.

David Dinsmore, chair of the NMA, said the new currency would provide reassurance for advertisers: "In an age when the measurement of some media is highly questionable, PAMCo will keep newsbrands in top position when it comes to transparency."

He added: "Advertisers can buy our inventory safe in the knowledge that their content is going to be seen – and seen in a trusted, verified environment."

Vanessa Clifford, chief executive of Newsworks, said: “The new currency ... will enable agencies and brands to work with newsbrands in new ways, safe in the knowledge that the audience currency is both transparent and trustworthy."