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ABC’s Bridget Fleagle Answers Questions About the March 2008 Release of Audience-FAX

In November 2007, ABC launched Audience-FAX in conjunction with the circulation FAS-FAX report. More than 200 newspapers participated in the inaugural release, which integrates circulation, print readership and online audience data on their ABC media reports.

With the March 2008 reporting period and the second release of Audience-FAX data fast approaching, ABC’s Bridget Fleagle, manager, marketing and sales, sat down with NewsBulletin to address some of the most commonly asked questions about Audience-FAX.

What is Audience-FAX?
Audience-FAX is a U.S. daily newspaper audience-reporting initiative that integrates circulation, print readership and online audience data on ABC reports.

Audience-FAX is available in two tiers or reporting groups: tier one encompasses newspapers in syndicated Scarborough-measured markets that meet Reader Profile standards; tier two includes all other newspapers.

How do I know if my newspaper is in tier one or tier two?
A complete list of tier one newspapers is posted on ABC’s Web site. If your newspaper is not named on this list, it’s part of the tier two reporting category.

What newspapers participated in Audience-FAX for the September 2007 reporting period?
More than 200 U.S. daily newspapers participated in the inaugural Audience-FAX release. A complete list of September 2007 participating newspapers is posted on ABC’s Web site.

What are the costs surrounding Audience-FAX?
For tier one newspapers, the cost for Audience-FAX is $6,500 and includes audits of both the readership and Web site activity data.

For tier two newspapers, readership audit charges begin at $6,500 and the study remains active for two to three years (depending on circulation size) from the conclusion of the field work. Web site audit charges begin at $3,200 annually.

These fees cover inclusion of the data in printed ABC media reports and the Audience-FAX database.

If my newspaper participated in the September 2007 Audience-FAX release, do I need to do anything?
If you participated in the September 2007 Audience-FAX release and are participating in the March 2008 release, you will receive an e-mail in mid-February. The e-mail will detail the reporting options you made for the September 2007 release and give you the opportunity to make changes for the March 2008 release.

There are a couple of additional important deadlines you should be aware of:

February 25
This is the deadline for any changes your newspaper may wish to make for the March 2008 release, including changes to the NDM* and Web site traffic provider. The mid-February e-mail will include detailed instructions on how to change your NDM* or Web site traffic provider.

Mid-March
All newspapers participating in Audience-FAX and reporting Web site traffic data will receive an e-mail listing their selected Web site provider. The e-mail will also provide instructions for submitting data and supporting records for the Web site activity numbers.

March 25
Deadline for new newspapers to enroll in Audience-FAX for the March 2008 reporting period.

April 1
Online filing is available. Newspapers participating in Audience-FAX will be able to view any print readership, online readership and net combined audience data.

April 15
Publisher’s Statement and FAS-FAX filing deadline.

April 23
Final FAS-FAX and Audience-FAX proof blast. This is the first time you will have the opportunity to view your Web site activity numbers as supplied to ABC.

Can I change my newspaper’s NDM* for the March 2008 reporting period?
Tier one newspapers that wish to change their NDM* for the March 2008 reporting period must do so by Feb. 25.

In mid-February, an e-mail with detailed instructions on how to change your NDM* will be sent to all tier one participants. If you have any questions, please contact ABC’s manager, research auditing, at (847) 879-8401.

Can I change my Web site traffic source for the March 2008 reporting period?
Yes, participating newspapers have the opportunity to change the provider of their Web site activity data until Feb. 25.

In mid-February, an e-mail with detailed instructions on how to change your Web site provider will be sent to all newspapers reporting Web site activity data. If you have any questions, please contact ABC’s director, special projects at (847) 879-8451.

Will my readership data change for the March 2008 reporting period?
Yes, the readership data for tier one newspapers will change for the March reporting period. Unlike the Reader Profile program, the readership data for Audience-FAX will change for each reporting period. For the March 2008 period, ABC will use Scarborough R2 data.

For tier two newspapers, the readership data will remain unchanged as long as the Reader Profile audit is active, typically two to three years from the conclusion of the field work.

Will my Web site traffic data change for the March 2008 reporting period?
Yes, Web site traffic data will be updated for each Audience-FAX reporting period.

What is the deadline to enroll in Audience-FAX for the March 2008 reporting period?
U.S. daily newspapers interested in participating in Audience-FAX for the March 2008 reporting period must enroll by March 25.

Are you holding another Audience-FAX webinar?
ABC is holding an Audience-FAX webinar on March 6 at 10 a.m. CT for all U.S. daily newspapers. The webinar is free, but registration is required. The webinar is ideal for circulation, readership and ad sales staff. Topics addressed include reporting requirements, statement formats and changes for the March 2008 period.

Where can I learn more about Audience-FAX? How do I enroll?
Additional information about Audience-FAX is available on ABC’s Web site, including a program description, a free on-demand tutorial, FAQs, prototype reports and more.

To enroll in Audience-FAX, please contact ABC’s manager, marketing and sales, at (847) 879-8321. Tier one newspapers may also fill out an online enrollment form.

Related Links:
Audience-FAX Reporting Options, FAQs and Prototypes
Audience-FAX On-Demand Tutorial
Audience-FAX Webinar Registration
March 2008 Tier One Newspapers
September 2007 Participating Newspapers

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