ABC's Monthly Online Member Newsletter

Audience-FAX Offers Best of Both Worlds: Print and Online Data

Last month, ABC board members gave final approval to Audience-FAX, a new U.S. newspaper-reporting initiative that for the first time is integrating print readership and online Web site activity in ABC circulation reports.

Audience-FAX is the latest step in a multilevel industry initiative to answer advertisers' needs for measurement data that reflects newspapers’ full reach and audience. The online database, created and hosted by Scarborough Research and available to ABC members at no charge, will provide advertisers the opportunity to generate custom reports on national and local U.S. newspapers comparing selected markets or papers across a range of print demographic segments and online audience data.

“This is a noteworthy accomplishment for the industry,” said Stephen P. Hills, president and general manager, the Washington Post.” It combines the most trusted names in audience measurement to allow advertisers and agencies to understand more easily the wide range of products that newspapers offer in print and online. Audience-FAX is an important step forward in showcasing the expanding range of product offerings coming from daily newspapers.”

Audience-FAX will be offered in two tiers: One tier will cover the Scarborough-measured newspapers in the top 81 U.S. metropolitan market (Designated Market Area); Tier two will cover newspapers in all other markets.

Audience-FAX is expected to launch on Nov. 5 and will cover the Sept. 2007 six-month ABC reporting period.

Click here to find out if your newspaper is Scarborough-measured.

By mid August, all Scarborough-measured newspapers will receive a mailing from ABC containing the following items:

• Brochure detailing Audience-FAX, including frequently asked questions, Prototype Publisher’s Statement and an explanation of audit charges and invoicing.
• Customized prototype of your Sept. 2007 Publisher’s Statement.
• An Audience-Fax questionnaire that must be returned to ABC by Aug. 27.
• Opt-out notification if you choose not to participate in Audience-Fax. The opt-out notification must be returned to ABC by Aug. 27. Both the Audience-Fax questionnaire and opt-out notification form are currently available on ABC’s Web site.

Newspapers that don’t fall under the Scarborough-measured tier also have several opportunities to report their audience information. If you are interested in learning more about Audience-FAX reporting options for your newspaper, you can fill out our online Audience-FAX request form.

ABC will hold a free Audience-FAX webinar on Aug. 22 at 11 a.m. CDT open to all U.S. daily newspapers. At the webinar you will receive training on how your newspaper can use Audience-FAX to promote your print and online product offerings to advertisers and learn about the reporting requirements and statements.

The webinar is free, but registration is required.

If you have any questions or concerns, please contact ABC’s manager, marketing and sales, at (847) 879-8321.

Related Links:
ABC, Scarborough Research and NAA Unveil Details of New Audience-FAX Initiative
List of Scarborough-Measured Newspapers
Audience-FAX request form
Audience-FAX questionnaire
Opt-out notification
Audience-FAX webinar

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