ABC's Monthly Online Member Newsletter

Ask ABC: Where can I include Web site activity data on ABC reports?

ABC fields many questions from our members about incorporating their Web site data on ABC circulation reports. With recent board approval of both Audience-FAX and the consumer magazine Multimedia Publisher’s Statements, members are more interested than ever in reporting their growing Web site traffic data alongside their traditional circulation data.

Below is a list of the five most frequently asked questions about including Web site data on ABC reports.

Where can I include Web site activity data on ABC reports?

ABC members have several opportunities to incorporate their Web site activity data on ABC circulation reports. All of these reports are available through eStatements.

All Publications
All ABC members can take advantage of a stand alone ABCi Audit Report. These reports are easily customized to fit the member’s unique needs.

Business Publications
Business publications can report Web site data on a sidebar on ABC Publisher’s Statements.

They can also take advantage of the Consolidated Media Report (CMR). A CMR presents a variety of auditable media (circulation, pass-along receivership, Web site data) as an aggregated figure displayed as “Total Gross Contacts.”

Consumer Magazines
Consumer magazines now have the option of displaying their Web site activity and circulation data on the new Multimedia Publisher’s Statement. This new report is available in two formats: one for top-line Web site activity and one that details expanded Web site activity.

Consumer magazines can also use a CMR to display an aggregate number of circulation and Web site activity.

Newspapers
With the new Audience-FAX initiative underway, U.S. daily newspapers can now include their Web site usage data on ABC circulation reports. More information about Audience-FAX, including reporting requirements and FAQs, is available on ABC’s Web site.

Canadian newspapers and weekly newspapers can report their Web site activity data in a banner on ABC circulation reports.

If I want to include my Web site data on ABC reports, does ABC need to audit it?

All of the Web site activity data included on ABC reports must be audited by ABC Interactive (ABCi). More information about ABCi audits, including audit descriptions and required records, is available on ABC’s Web site.

What metrics can I report?

The most commonly reported metrics are unique users and page impressions. Depending on the report, publishers may also include additional information such as total visits, visit duration and the top 25 requested pages.

Do advertisers think audited Web site data is important?

The ABC survey Online Accountability: Gauging the Growing Demand for Audited Web Metrics asked interactive advertisers and advertising agencies if they thought independent third-party auditing of Web metrics was important. Seventy percent thought it was important today, and 84 percent believe it will become more important in the next three years. Additionally, 68 percent said they preferred to advertise on Web sites that had been audited versus those that were unaudited.

How much will it cost to include my Web site data on ABC reports?

The costs may vary depending on the reporting and auditing options you choose. However, most ABCi audits and reporting begin at $3,200 annually.

For More Information
For more information about reporting Web site activity on your ABC circulation reports, members are encouraged to fill out an online request form or to contact manager, marketing and sales, at 720-324-0558.

Related Links:
ABCi Audit Report Prototype
Business Publication Publisher’s Statement Prototype
Business Publication Consolidated Media Report Prototype
Consumer Magazine Multimedia Publisher’s Statement
Audience-FAX Prototypes
ABCi Program Description
ABCi Glossary of Terms
Online Accountability Survey
ABCi Online Request Form

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