In this latest JICMAIL blog, Dominic Mills casts a journalist’s eye over JICMAIL and finds that it offers a host of features — from journey planning to competitor analysis — that go well beyond the standard currency fare.

Read the full blog here.

JICMAIL (Joint Industry Committee for Mail) marks a first for mail. Set up by the DMA, IPA, ISBA, Whistl and Royal Mail, JICMAIL provides mail with the same metrics available to other channels ??" data that’s used by media planners to help map out campaigns. The data is captured by global market research agency Kantar TNS, using a diary that follows each piece of mail over a four-week period, across a sample size of 1,000 UK households.