ABC's Monthly Online Member Newsletter

Update on Newspaper Audience-Reporting Initiative

Following the March 2007 ABC board of directors meeting, we told you about a new initiative between ABC, the Newspaper Association of America (NAA) and Scarborough Research to incorporate audience data on ABC circulation reports. If given final approval by ABC’s board in July, newspapers may begin reporting this information as early as the September 2007 six-month reporting period.

To help you prepare for this upcoming enhancement, we have posted Publisher’s Statement prototypes and reporting requirements on our Web site. We have also compiled a preliminary list of frequently asked questions (FAQs) about the new initiative and what it will mean for you as a member of ABC. Below are a handful of the questions. The complete FAQ document is posted on ABC’s Web site.

What is the ABC, NAA and Scarborough Research initiative? When was this initiative announced?
Following the March 2007 ABC board of directors meeting, ABC announced that its board had granted preliminary approval to work with Scarborough Research and NAA to incorporate newspaper audience ratings in ABC media reports.

The goal of the initiative is to bring together in-market audience data—both print and online—in a net combined audience figure, as well as Web site traffic activity. ABC will independently verify all data on the report, in addition to the requisite print circulation figures.

The audience data will be reported in ABC Publisher’s Statements, Audit Reports and FAS-FAX reports. The data will also be available in an online database where advertisers and agencies can analyze audience and circulation information by market areas.

Assuming that ABC’s board of directors grants the initiative final passage at its July meeting, the new reports and online database will be available for the September 2007 reporting period.

Why is this initiative occurring?
The publishing and advertising communities have communicated a need for more information on newspaper audience ratings. Such information helps facilitate comparisons with the audiences of electronic media. ABC’s members will have access to a comprehensive set of circulation and top-line audience data to enhance their media analysis.

Is participation in this new reporting opportunity optional? Is it available for all ABC newspaper members?
The opportunity to report readership and Web site unique users on ABC reports is available to all U.S. daily newspaper members, even those not measured by Scarborough.

NAA anticipates all Scarborough-measured newspapers will want to participate in the new reporting option and the online database, but newspapers will have the opportunity to opt-out of the service if they desire.

Those newspapers not covered by Scarborough can choose a different research provider so they can be included in the database and have their audience data presented in the same manner in their ABC reports. NAA is prepared to assist newspapers in reviewing the alternatives, and choosing the best route for the market.

Who can I contact if I have more questions?
A full-length FAQ document is available for your review on ABC’s Web site as well as prototype Publisher’s Statements and a list of reporting requirements.

If you have any additional questions, you may choose to contact ABC, NAA or Scarborough Research depending on the nature of your question:

ABC

Manager, Marketing and Sales
900 N. Meacham Road
Schaumburg, IL 60173
(847) 879-8321

NAA

Vice President Circulation Marketing
4401 Wilson Boulevard Suite 900
Arlington, VA 22203
(571) 366-1030

Scarborough Research

SVP, Print and Internet Services
(512) 250-2206

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