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Careful how you boast about readership figures, Herald Editor warned

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Thomas Sinclair, Editor: Told by the ASA that The Pembrokeshire Herald must be clearer about sources of readership data

THE PEMBROKESHIRE HERALD must be clearer about its sources of data in advertisements comparing readership levels with other newspapers, the Advertising Standards Authority has said.

In a ruling released today (Feb 1), following a complaint by the Western Telegraph’s management, the ASA said that the public could have been mislead by The Pembrokeshire Herald’s claim in July last year that the paper had more combined readers in print and online than its nearest rival.

Whilst the claim was true, the ASA were unhappy that the paper’s Google Analytics data was not subject to external audit, unlike the data for the Western Telegraph, which is.

The ASA ruling reads: “We noted that the Pembrokeshire Herald had supplied information from a variety of different, third-party sources to compare respectively the figures for print readers and website visitors for their own publication and the Western Telegraph. However, while the figures provided for print readers of the Western Telegraph had been audited by the Audit Bureau of Circulation, and the figures for visitors to the Western Telegraph website had been prepared to the industry agreed standards defined by the Joint Industry Committee for Web Standards in the UK (JICWEBS), the data relating to their own publication and website had not been similarly audited or verified.”

The Pembrokeshire Herald is now running similar adverts, with an amendment making it clear to readers that their data is sourced by Google Analytics.

Editor of The Pembrokeshire Herald, Thomas Sinclair, said: “We are proud that we are the number one source for news in Pembrokeshire. We can understand why the Western Telegraph have been attempting to block us advertising this. In my view, this whole farrago has been an attempt by a large multinational to bully a small publisher. Everyone trusts Google Analytics as the standard benchmark for web visits worldwide.

“It is my view, regretfully, that the ASA has assisted Newsquest in its attempt to bully The Pembrokeshire Herald. ABC and JICWEBS, in my view, operate as a cartel.

“I have noted that many local news publishers across Wales do not subscribe to ABC for audit (source IWA Report on Media in Wales, 2015). I note that Tindle Group do not subscribe to its services in Wales according to the same IWA report. ABC is clearly not accepted as an ‘accepted industry standard’ in Wales, or rather it is only accepted as such by a small number of non-local media publishers, prepared to pay its fees. In essence ABC acts as a de facto cartel and the ASA is endorsing a cartel position.

“ASA previously accepted our readership figures for The Pembrokeshire Herald were accurate based on the same data we relied upon to provide the figures underlying this advert. Either the ASA is behaving inconsistently or the ASA is effectively acting as an agent to compel publications to subscribe to ABC – either subscribe to ABC or do not produce circulation or readership figures seems to be the essence of the ruling.

“Ignoring empirical evidence from Google Analytics places self-audited, tick box figures above factual accuracy. The effect of that is that publishers who subscribe to JICWEBS are able to make frankly nonsensical and inconsistent claims about their online reach. We have demonstrated this to the ASA previously and I cannot conceive of another field in which self-certification is preferred over real time data which cannot be altered to suit an agenda.

“The reliance on JICWEBS is, with respect, flawed and anti-competitive. It favours those prepared to pay for a service that can be sourced elsewhere, especially if it is used as a club by the ASA to beat publishers with which to beat non-subscribing publishers over the head.

“Relying on a limited set of metrics for data is plainly both anti-competitive and encouraging a cartel position to continue.”

 

Community

St David’s Day parade brings colour and celebration to Haverfordwest

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HAVERFORDWEST town centre was a hive of activity today (Friday, Feb 27) as hundreds of children from schools across Pembrokeshire took part in a special St David’s Day celebration.

The popular parade, organised by the Pembrokeshire Language Forum, returned to the county town once again, with smiles all round from participants and spectators who lined the streets to watch.

Children paraded down High Street, through Bridge Street and along Quay Street, led by Samba Doc, before gathering at Picton Playing Fields for songs and dancing during an open-air jamboree with entertainer Tomos Tanllyd.

Pembrokeshire County Council Leader Cllr Jon Harvey said: “St David’s Day is always a special occasion in Pembrokeshire, and it was wonderful to see so many young people coming together to celebrate our language, culture and national identity.”

Cabinet Member for Education and the Welsh Language, Cllr Guy Woodham added: “The annual St David’s Day parade is a shining example of what schools in Pembrokeshire do to celebrate the Welsh language and culture, and they are certainly enthusiastic about it.”

Council Vice Chairman and Champion for the Welsh Language and Children and Young People, Cllr Delme Harries said: “It was fantastic to see such enthusiasm from pupils across the county, proudly celebrating St David’s Day.”

Local member Cllr Tom Tudor also praised the event, adding: “It really was a great celebration of St David’s Day and a highlight for Haverfordwest.”

Welsh Language Development Officer Catrin Phillips said the event continues to grow each year.

She said: “The St David’s Day parade, organised by the Pembrokeshire Language Forum, is always a highlight of the year and it’s wonderful to bring schools together to celebrate Welsh language and culture in such a joyful way.

“It has been especially encouraging to see new schools joining us this year, helping the event continue to grow.”

 

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Crime

Axe gang stormed home as couple feared they would be killed, court hears

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Five masked men smashed their way into property during terrifying late-night raid

A COUPLE feared they were about to be murdered when a masked gang armed with axes burst into their home, a jury at Swansea Crown Court has heard.

Five men dressed in dark clothing and balaclavas forced entry to the property shortly before 9:00pm on May 29, 2021, in what prosecutors say was a planned aggravated burglary. An emergency call was made at 8:51pm.

Prosecutor Mr Wright read to jurors a police statement from homeowner David Davies, who said he had been sitting with his partner, Carmen Bailey, when he heard loud banging at the front door.

“As I got to the entrance, the glass in the door was smashed and the men came through,” he said.

He described five intruders, all carrying axes. One of the men shouted: “Lay face down on the floor.”

Moments later, another voice yelled: “She’s on the phone,” after Ms Bailey contacted police. A further shout of “Let’s go boys” was then heard before the gang fled.

Mr Davies told officers that drawers throughout the property had been opened. Around £3,000 hidden in a spare room was not discovered, but two £50 notes were stolen along with a sanitary item and a Lloyds Bank paying-in book.

He attempted to follow the men as they left and saw the rear of a white SUV. Although his mobile phone had been smashed, it was still functioning.

In a later statement he described one suspect carrying a yellow-and-black rubber-handled axe, adding that another man “hopped out like a kangaroo” as he entered the property.

Ms Bailey said she was left utterly traumatised by the ordeal.

“I was absolutely petrified,” she said. “I felt like I was going to get murdered.”

She told police she could only see the men’s eyes through their balaclavas as she grabbed the house phone and called emergency services. A male voice shouted: “Where’s the money?”

The force of the attack shattered glass up to two metres into the hallway, the court heard.

A third witness, Doreen Jones, said she had phoned Mr Davies during the incident and heard male voices shouting: “Get down, get down.”

The investigation

Jurors were told that a white Nissan Juke — stolen in the Manchester area and fitted with cloned number plates — was later recovered near Paradise Nightclub in Pontardawe after the registration plates had been removed.

Several other men have already pleaded guilty to aggravated burglary, but Mohammed Mills and Michael Quinn deny involvement.

When Mills was arrested, officers recovered £235 in cash and a black iPhone. A vehicle linked to him was searched, leading to the discovery of a machete with an orange handle, black gloves and a balaclava.

Quinn was arrested in November 2021. Officers recovered a gold iPhone and a machete, while a large knife was found under his bed at home. A Nokia handset seized from him contained very little data, most of which had been deleted.

Automatic number plate recognition (ANPR) cameras placed vehicles linked to the defendants in the Bryncethin area at 6:40pm. Both vehicles were later seen at McDonald’s in Morriston at 7:35pm and at a Tesco service station at 8:32pm — around twenty minutes before the burglary.

There is no CCTV footage of the break-in itself.

The prosecution case

The prosecution allege the burglary was carefully planned, including what they describe as a “dry run” the previous day. They say the vehicles travelled together from Manchester and that the meeting in the area had been pre-arranged.

Jurors were told telecommunications evidence, including phone activity and satnav data, places devices linked to the defendants in relevant locations.

The defence

Mills claims he had recently started taxi work and was paid to drive men to Wales, saying he did not know their intentions. He denies wearing a balaclava and says the machete recovered was not his. His barrister told the court he cooperated fully with police and provided access to his phone.

Quinn maintains he travelled to Wales to sell his Vauxhall Insignia and denies any knowledge of the burglary. He says the knife found under his bed was used for dismantling furniture.

The judge reminded jurors that emotion must play no part in their deliberations and that the verdict is theirs alone.

The trial continues.

 

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News

NRW invites feedback on draft decision to issue Withyhedge landfill permit variation

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NATURAL RESOURCES WALES (NRW) is seeking public feedback after reaching a draft decision to approve changes to the environmental permit for the Withyhedge Landfill site in Pembrokeshire.

Following what it described as a detailed technical assessment, NRW said it is “minded to” grant a permit variation requested by the site operator, Resources Management UK Ltd. The variation would amend the environmental permit that controls how the site operates (permit number EPR/MP3330WP, application reference PAN-025929).

A four-week public consultation has now opened and will run until Thursday, March 26, 2026. NRW said all responses will be considered before any final decision is made.

The operator is proposing several changes, including alterations to the final shape of the land once the landfill is capped, updates to monitoring and management arrangements for groundwater, surface water and leachate, and the addition of up to 50,000 tonnes of waste soils for restoration purposes under a new waste recovery activity.

The application also includes consolidation and modernisation of the permit, including a review of existing improvement and pre-operational conditions.

NRW said it considers the proposed changes acceptable and believes they could help ensure the site operates without causing harm to the environment or nearby communities.

Residents are being encouraged to provide feedback on issues such as emissions, potential health impacts, environmental risks and how waste is managed at the site.

However, NRW stressed that certain matters fall outside its remit and cannot be considered as part of the consultation. These include planning issues handled by the local authority, such as the site’s location, traffic levels, visual impact, land use, access arrangements and operating hours.

Huwel Manley, Head of South West at Natural Resources Wales, said: “We know the community has a long-standing interest in what happens at Withyhedge Landfill, and we take that responsibility seriously.

“Given the history of the site and the concerns people have previously raised, we promised to take an approach that goes further than our usual consultation process for a permit variation.

“Being ‘minded to’ issue this variation means our specialists are satisfied the operator can meet the required standards, but before we make any final decision we want to hear from the people who live and work nearby. We encourage anyone with an interest in the site to take part in the consultation.”

Details of the draft decision and information on how to submit comments are available via NRW’s Consultation and Engagement Hub.

 

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