The "engagement" tool, developed in conjunction with reader survey organisation TGI, will be passed on free to media agency planners as GNM embarks on a series of agency road shows.
The issue of reader engagement has come to the fore in recent times, as media owners increasingly look to prove to agencies that their audiences are loyal and engaged, and that they are not simply focused on reader numbers.
Adam Freeman, commercial director at GNM, said: "People have said for many years that, if a consumer is more engaged in a medium, it should have an impact on any messages they are seeing at the same time."
GNM's tool will allow agency planners to evaluate newspapers, not only on the quantity of contacts delivered, but also on the quality of contacts. The tool also allows agencies to determine the extent to which readers engage with their newspaper of choice.
By offering a way to prove engagement, GNM's new tool has the potential to strengthen an agency's campaign, so boosting client relations, GNM argues.
Freeman added: "We haven't rolled (the research) out widely yet, but we have involved some planners in the theory stage and have had a really positive feedback. It doesn't answer all the questions, but it's a big step forward."
GNM now plans to introduce a similar tool for other media, having already considered the issue of readers' engagement with newspaper websites, and is looking to create a working party with agencies.
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