News
Careful how you boast about readership figures, Herald Editor warned

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.”
Entertainment
What’s not to love about Prince Nathaniel of Neyland?
VAIN, enthusiastic, dramatic and utterly loveable, Prince Nathaniel of Neyland is set to steal hearts on the Torch Theatre stage this festive season in Rapunzel.
Played by the charismatic Harry Lynn, the flamboyant prince is the sort of pantomime hero audiences can’t help but cheer on, even when he is wildly out of his depth. From the moment he steps on stage, Prince Nathaniel is determined to help Rapunzel at every possible turn – even if bravery doesn’t always come naturally.
Describing the role as “wonderfully silly, enthusiastic, and a big-hearted comedic hero,” Harry says Prince Nathaniel is “the epitome of royal bravery,” striking his dramatic “Prince Pose” whenever the moment allows.
“But in reality, he’s often nervous, dramatic, and hilariously out of his depth,” Harry explained. “He’s pampered, easily flustered, and very vain about his hair – to the point where a haircut at Belinda’s salon becomes a full-on event. Beneath all the bravado, though, he’s loyal, caring, and absolutely determined to do the right thing, especially when Rapunzel needs him.”
Harry, who trained at the Royal Welsh College of Music and Drama, believes audiences will quickly fall for the prince’s perfectly imperfect charm.
“He’s confident but clueless, brave but squeamish, and always trying his best,” he said. “And when it really counts, he genuinely steps up. Whether he fully saves the day… well, this is a pantomime, so every hero needs a little help. Let’s just say he plays an integral part in Rapunzel’s fairytale ending.”
A familiar face to panto fans, Harry has just completed a run as Hunk/Scarecrow in The Wizard of Oz at Aberystwyth Arts Centre and says the festive season is his favourite time of year to perform.
“Panto season is pure joy – loud audiences, lots of laughter, plenty of improvisation, and that special festive atmosphere where anything can happen,” he said. “It’s a theatre experience like no other and the perfect way to celebrate Christmas.”
Prince Nathaniel, however, rarely has a quiet moment on stage. He is chased, sprayed, gunged, electrocuted, bashed in the face, tangled in a complicated ladder sequence – and faints, falls, panics, poses and hides behind Belinda whenever fear takes over.
“It’s a lot,” Harry laughed. “The challenge is keeping the comedy big and bold while still maintaining his charm. Having the Prince arrive in full regal mode, only to be sprayed in the face and gunged by Belinda, is peak panto chaos – huge fun to perform and, hopefully, even more fun to watch.”
Rapunzel – the hair-raising adventure runs at the Torch Theatre from Saturday, December 6 to Sunday, December 28. A Relaxed Environment performance takes place on Saturday, December 13 at 2:00pm, with a BSL-interpreted performance on Tuesday, December 16 at 6:00pm.
Tickets are priced at £24.50, £20.00 concessions, or £78.00 for a family ticket. For more information or to book, visit www.torchtheatre.co.uk or call the Box Office on (01646) 695267.
Crime
Cowboy builders jailed after years of bullying and fraud against homeowners
A FATHER and son who preyed on homeowners across south and west Wales — many of them elderly or in poor health — have been jailed after a court heard how they used intimidation and deception to extract huge sums of money for unnecessary and badly executed building work.
Jim Janes and his son, Thomas James, ran a long-running roofing scam that left dozens of victims facing financial hardship, unfinished homes and costly repair bills.
Swansea Crown Court heard the pair routinely targeted householders with minor repair needs before escalating jobs into major works, demanding ever-increasing payments once roofs had been stripped or damaged.
When questioned or challenged, the defendants became aggressive, leaving victims feeling frightened and pressured into paying. In one case, a homeowner was threatened unless money was handed over.
Passing sentence, Judge Catherine Richards said the defendants showed a “cruel disregard” for the impact of their actions and deliberately manipulated vulnerable people for financial gain.
She told the court the offending was driven by greed and a willingness to exploit those least able to protect themselves.
The court heard the fraud continued for more than five years, during which the defendants traded under multiple business names, changed contact details, and used different bank accounts in an effort to avoid detection.
Lee Reynolds, prosecuting, said the pair often dismantled roofs without consent and left properties exposed to the weather, effectively forcing customers to comply with their demands or face further damage to their homes.
Many victims were in their sixties, seventies and eighties, with some paying tens of thousands of pounds. One homeowner lost £100,000.
Independent experts later found that much of the additional work charged for was unnecessary and that the workmanship carried out was of poor quality. In some cases, jobs were left incomplete, requiring extensive remedial work.
Victims told the court how they had been left anxious, ashamed and financially stretched, with some forced to borrow money or remortgage their homes to cover the costs.
Jim Janes, 55, and Thomas Michael Jim James, 37, both of Llangadog, Carmarthenshire, had previously pleaded guilty to fraudulent trading.
In mitigation, the court heard Janes had worked in the building trade for much of his life, while James was said to have played a lesser role in the operation. However, the judge rejected claims that either man bore reduced responsibility.
Sentencing both men to eight years in prison, Judge Richards said they had acted ruthlessly and without any regard for the harm caused to their victims.
Both defendants will serve 40 per cent of their sentences in custody before being released on licence.
A further hearing will be held on Thursday (May 22) next year to consider confiscation proceedings and the imposition of serious crime prevention orders.
Crime
Cocaine dealers jailed after flooding Aberystwyth streets with drugs
TWO men who supplied cocaine in Aberystwyth have been jailed after police seized large amounts of cash, drugs and weapons during coordinated raids.
Luke Hutton, aged 25, and Lee Mark Walsh, 37, were sentenced at Swansea Crown Court after admitting possession of cocaine with intent to supply and possessing criminal property.
The court heard that police attended Walsh’s flat in Aberystwyth on Thursday (Nov 14) to execute a search warrant. Officers saw several people outside the address, including both defendants. When police approached, Walsh remained at the property while Hutton attempted to flee but was quickly detained.
Walsh, of Yr Hafan, Aberystwyth, was found with cannabis, £160 in cash and a mobile phone. Hutton, of Corporation Street, Aberystwyth, was carrying £8,795 in cash and a phone.
During a strip search in custody, officers recovered a wrap of white powder concealed on Hutton. Further searches uncovered £850 in cash laid out on Walsh’s bed, five mobile phones, a silver knuckleduster and a large kitchen knife hidden beneath the bed.
Police also recovered scales with white powder residue, a bank card contaminated with drug traces, and a further bag of white powder elsewhere in the flat. At Hutton’s address, officers found £1,060 in cash, bicarbonate of soda and empty snap-seal bags, consistent with drug preparation.
Prosecutor Dean Pulling told the court both men were clearly involved in drug supply for financial gain.
Walsh also admitted possession of an offensive weapon and possession of cannabis. He has previous convictions for cannabis offences and failing to comply with a drugs test.
Hutton has a longer record, including offences involving communications, driving matters, domestic abuse and breaching a restraining order.
Mitigating for Walsh, Ryan Bowen said the defendant had experienced a troubled childhood, moving schools frequently, and had struggled with cannabis use from a young age. He said Walsh had shown a strong work ethic and hoped to pursue barbering on release.
Jon Tarrant, representing Hutton, said his client had been heavily addicted to cocaine and that drug use had dominated his life, contributing to the breakdown of relationships, including contact with his two young children.
Sentencing, Judge Vanessa Francis said both men had been involved in dealing with the expectation of making “significant financial gain”.
Addressing Hutton, she said: “You told the author of the pre-sentence report that when your benefits stopped, you ‘did what you had to do’. This court will do what it has to do to take off the streets those who spread the misery of drug supply.”
After reductions for guilty pleas, Hutton was jailed for three years and Walsh for 32 months. Both will serve up to half of their sentences in custody before being released on licence.
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