Hayes assumes the role from Clive Milner, chief operating officer of News International, who has chaired the NMA for the past two years.
The NMA aims to demonstrate newspapers advertising effectiveness and provides a resource for advertisers and agencies.
Tim Brooks, chairman of the NPA, said: "We are grateful to Clive for the time he has devoted to the NMA and fortunate to have someone of Paul’s calibre to pick up the baton as its new chairman.
"His role in steering the NMA’s work will be more important than ever as the economy picks up and newspaper advertising revenues recover."
Hayes said he was "delighted" to be taking on the new role, where he will work alongside NMA's chief executive Maureen Duffy.
NPA's current members are Associated Newspapers, Evening Standard, Financial Times, Guardian News & Media, Independent Newspapers (UK), MGN (Trinity Mirror national titles), News International and Telegraph Media Group.
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