The new service will allow PR and communications professionals to buy accurate article level data from earned media coverage in influential news media brands for the very first time.

Newsworthy will share real digital data (page views, geographic, engagement) from some of the UK’s biggest and most influential media brands, including The Telegraph, The Scotsman, Daily Mail and Birmingham Mail.

The new platform plugs directly into publisher servers, allowing PR professionals to access the same article data used by the media companies themselves.

Agencies and in-house communications teams can find out more about the product, pricing and how to sign up, at the launch website https://newsworthy.nla.co.uk/.

Newsworthy is a pilot product which, if successful, will be developed with publisher brands to offer enhanced functionality, additional data and real time trend analysis.

NLA CEO, Henry Jones, said: “Newsworthy will bring the most accurate possible data to the market, more than matching the transparency on offer in sectors such as social media, streaming and advertising.

“This launch will allow PR professionals to understand the real impact of the earned media they work so hard to achieve across hundreds of national, regional and specialist titles. The PR and communications industry is using data more and more to plan and assess communications strategies. We believe Newsworthy will become an important part of their data armoury, enabling more accurate assessment, better planning and improved data-driven strategy development.

“NLA Media Access has always been a facilitator between publishers and PR and communications teams. In Newsworthy, we have created a marketplace for publishers to sell access to their data. We hope that this will help to deepen the symbiotic relationship between quality journalism and the UK’s world class PR industry.”

Fergus McKenna, Content Sales Director at Reach PLC, added: “Newsworthy is an important first step for both national and regional publishers, in offering enhanced transparency on the power of trusted media brands. In the age of mis- and disinformation, our valued and significant audiences come to us for trusted, fact checked content. Giving the PR industry the ability to understand the value of their and our journalists’ work is essential to growing an important creative industry”.

At launch, Newsworthy will be a self-serve marketplace, with each publisher setting their price on a title-by-title basis. The aim of the pilot phase is to demonstrate demand for this level of data transparency and to seek feedback from the industry. If that is the case, Phase Two may include enhanced functionality, user experience, data aggregation and visualisation with subscription fees replacing the initial pay as you go approach.