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ABC's Monthly Online Member Newsletter |
ABC Releases New Multimedia Publisher's Statements for Seven Consumer Magazines ABC released an inaugural set of Multimedia Publisher’s Statements that report print circulation and online Web site traffic for seven consumer magazines. The new optional report format is intended to help magazines present a broader view of their reach and total audience. The inaugural statements released include: Air Force Times, Army Times, Chronicle of Higher Education, Cosmopolitan, Marine Corps Times, Navy Times and Seventeen. "With more than a million unique users and clients focused on integration, we want to quantify the strength of our brand in all platforms where we exist," said Jayne Jamison, vice president, publisher of Seventeen. "The push and pull between the Web and the magazine has continued the growth of Seventeen, including eight periods of consecutive ABC gains on the newsstand and 11 percent growth in unique visitors on seventeen.com in the last year. ABC’s Multimedia Publisher's Statement allows us the opportunity to present our advertisers a more expansive picture of our brands." Magazines that opt to issue a Multimedia Publisher’s Statement can choose one of two formats: one featuring just top-line Web site data such as unique users and page impressions and the other detailing expanded Web site traffic data, including unique users, total visits, average visit duration and the most popular sections of the Web site. All of the Web site data is independently audited by ABC Interactive. "ABC's Multimedia Publisher's Statements offer another platform for magazines to profile their Web site activity for advertisers through the very popular pink sheets," said Mark Wachowicz, ABC’s senior vice president, marketing and sales. “Displaying both circulation and online activity on one convenient report in ABC’s centralized database provides the opportunity for additional dialogue between the buyer and seller. We are excited with the first release of these statements and anticipate more titles getting on board and taking advantage of reporting their online data.” The results of a 2007 ABC survey on online advertising activity revealed the growing demand from marketers for accountability online. In fact, 84 percent of respondents in the ABC survey agreed that verification of online advertising activity by an independent third-party auditing firm would become increasingly important over the next three years. The availability of Multimedia Publisher’s Statements for consumer magazines reflects a growing demand for independently audited cross-platform audience measurements in all ABC media divisions. Audience-FAX, a new reporting initiative for U.S. newspapers, launched in Nov. 2007 with more than 200 participants. In addition, publishers of business periodicals have the option to report print circulation, pass-along readership, Web site traffic, e-newsletter distribution and other ABC-audited media in a Consolidated Media Report. “This kind of integrated reporting, with independent verification by ABC, is what our members—publishers, advertisers and ad agencies alike—are telling us they want,” Wachowicz said. “It clearly reflects the changing nature of the media industry today.” Existing members considering a Multimedia Publisher’s Statement or an ABCi audit should contact manager, marketing and sales at (847) 879-8396 or their ABC marketing manager. Related Links: |
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