Newspaper publishers are finally accepting advertiser accountability in the same was as the radio and tv industries have been doing for years.

Publishers currently sell advertising based on two surveys a year, where radio stations are now in survey almost all year round, reporting 8 times a year. Radio Survey 4 is due out next week.

Televisison peoplemeter data delivers even more constant information to advertisers and media buyers.

The newspaper publishers have agreed to double the number of reports to four per year and to improve the reliability of readership figures on a trial basis, at the insistence of advertisers.

If the trial is successful new methodologies may eventually come into being for newspapers.