Trinity Trials Traffic Tool

A new tool which could enable newspapers to publish online-only readership figures is being piloted by Trinity Mirror.

Developers told Journalism.co.uk that the metric device measures people rather than computers so can identify when the same visitors use different hardware to access the website.

The publishing company hopes the tool will provide a picture of the total reach of its websites and show how many users do not read the newspaper but visit the site.

Trinity Mirror describes the software as the “most accurate form of multimedia internet audience measurement available”.

Results from the trials, taking place at the group’s regional titles, will become available in the summer.