ABC's Monthly Online Member Newsletter

ABC Launches Rapid Report
American Media Inc. and Meredith Publishing Group Pledge Participation for All of Their ABC-Audited Titles

American Media Inc. and Meredith Publishing Group have pledged that all of their ABC-audited titles will voluntarily participate in ABC’s new circulation-reporting tool. ABC Rapid Report, which launched July 1, allows ABC consumer magazine members to report their top-line circulation data on an issue-by-issue basis.

"The reason AMI is participating in ABC's Rapid Report is simple: It's the right thing to do," said David W. Leckey, executive vice president of consumer marketing at American Media Inc. "The demands of today's magazine publishing market require more immediate information, more transparency, and more accountability. As publishers, we ask advertisers to trust our claims; this pays back on that trust. If the industry gets behind Rapid Report, this can be an extremely significant step forward."

“With full industry participation, ABC's Rapid Report is going to be a tremendous online resource for all media buyers," said Charles B. Rutman, CEO of MPG North America. “It will allow advertisers and advertising agencies to make more informed decisions and, ultimately, demonstrate the value of print as a medium to the entire marketplace.”

In a recent survey of ABC consumer magazine titles, about 15 percent of the respondents said they expect to participate in ABC Rapid Report; about half aren’t yet sure. Approximately half of those intending to participate in ABC Rapid Report claim circulation greater than 750,000.

“Publishers expressed their desire for a tool they could use to provide their advertisers with more frequent circulation claims and ABC delivered,” said Michael J. Lavery, ABC president and managing director. “While it appears many publishers are taking a “wait and see” approach, our advertiser members have indicated that participation in ABC Rapid Report will be an important discussion point in the near future.”

ABC publisher members can access Rapid Report through the online statement filing section of the ABC Web site. All other ABC members can access the reports through the e-Data login portion of the ABC Web site and choose the ABC Rapid Report button on the left-hand tool bar. ABC publisher members can begin reporting at any time during the six-month reporting periods. The ability to report will be closed once the Publisher’s Statement for that reporting period is released.

The creation of ABC Rapid Report was a collaboration of ABC-member publishers, advertisers and advertising agencies working together to address an important strategic need for more frequently reported circulation data. ABC Rapid Report allows publishers to voluntarily report their top-line circulation data on an issue-by-issue basis within weeks of the on-sale or non-paid distribution date. There is no charge to ABC publisher members to participate in the new program. Report data will also be free to all ABC members with online access.

For more information, members are encouraged to contact at (847) 879-8406.

Related Links:
ABC Rapid Report: Bringing Timely Circulation Data to the Marketplace
Sample ABC Rapid Report Prototypes
ABC Rapid Report Fact Sheet
ABC Board Approves New Rapid Report and Agent Compliance Programs
ABC March 2006 Board Actions

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