The Hearst Corporation-owned magazine publisher puts the raw data behind its month-on-month sales on its website after each six-month ABC measurement period.
Edwards told Mediaweek.tv: "It's the same system that operates in the US and was a response to what agencies and clients told us they wanted."
He also said NatMags chose Jellyfish rather than CosmoGirl! for its young women's digital magazine 14-week test launch to attract a wider audience than the print title.
Edwards admitted NatMags had lost its "creative edge" over the past couple of years, which is why it brought in James Hayr from Emap to head its Engage cross-platform, cross-portfolio sales team.
The full interview is live at www.mediaweek.tv from this morning.
.jpg)
.jpg)