ABC's Monthly Online Member Newsletter

RN Explains the Value of a Consolidated Media Report

RN, a business publication that serves professional nurses, is the latest ABC member to release a Consolidated Media Report (CMR). In the report, RN details its total qualified circulation, pass-along receivership, Web site unique users and page impressions, and e-newsletter activity.

Mark Rosen, Advanstar Communications’ consumer circulation director, talks to NewsBulletin about why Advanstar chose to release a CMR for RN and how they’ll use it to sell advertising.

Q: Why did RN choose to release a Consolidated Media Report?
A: We saw this as an opportunity to take advantage of a new ABC reporting capability. It’s easy to talk about a magazine’s overall reach, but the CMR provides an advertiser with third-party validation. It was also a way to differentiate RN from our competitors.

Q: How do you plan to use the Consolidated Media Report to sell advertising?
A: By combining our print subscribers and pass-along numbers with e-newsletter receivership and Web site usage, we believe that advertisers will see the greater value of multi-channel marketing opportunities with RN.

We also expect that by reporting nearly one million contacts, we can attract more non-endemic advertisers.

Q: How did you prepare for the audits and studies reported in the Consolidated Media Report?
A: The CMR process is not overly complicated but does require a time and monetary commitment on the part of the publisher. ABC staff was helpful during the process, and more importantly, flexible in how we reported the data.

Q: Do you plan to release a Consolidated Media Report in the future?
A: Our plan is to continue, but advertisers will dictate the true need for a CMR.

For more information on the CMR, members are encouraged to contact vice president of audit services, at (847) 879-8296.

Related Links:
Consolidated Media Reports for Business Publications
Consolidated Media Report Prototype (PDF)

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