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AARP The Magazine Joins ABC’s Subscriber Profile Service

SCHAUMBURG, Ill. (February 21, 2006) – The Audit Bureau of Circulations (ABC) announced that AARP The Magazine has enrolled in ABC’s Subscriber Profile service. AARP The Magazine has a rate base of 22 million, making it the largest circulation magazine to sign up for the service.

“AARP Publications’ main purpose for choosing an ABC Subscriber Profile audit is to add validity and credibility to our data,” said Michael Gratz, research director, AARP Publications. “Subscriber studies are often perceived by agencies/planners/clients as ‘self-serving’ research; data that are designed, manipulated, and skewed to make the publication look ‘good.’ A standardized third party’s audit confirming sound methodology and content of our subscriber study conducted by another reputable third-party goes a long way in giving the data the validity and credibility they merit — and ABC’s reputation is unquestioned.”

Launched in 2002, Subscriber Profile is ABC’s subscriber research verification service. More than 37 publications have signed up for the service since its inception. Subscriber Profile reports complement consumer magazine circulation numbers with comparable, credible, verified data from subscriber studies conducted by a third-party research organization. ABC does not perform the actual research, but works with industry research firms to verify results. A standardized subscriber profile report is issued that allows comparison of direct mail subscriber studies conducted by different survey research organizations for a variety of individual magazines. Subscriber Profile reports are made available to the public via ABC’s free data service.

“The addition of AARP The Magazine to our roster of members enrolled in the Subscriber Profile service is further indication of the desirability the service has in the marketplace,” said Kevin Campbell, ABC’s director, marketing and sales. “Publishers and advertisers clearly realize the importance verified data and standardized reports play in the media buying process.”

More information on Subscriber Profile can be found on ABC’s Web site at www.acccessabc.com/services/research.htm. For pricing and enrollment information, members are encouraged to contact ABC’s at (847) 879-8321.

With more than 4,000 members in North America, ABC is a forum of the world’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost electronic database of audited-circulation information and a growing array of verified readership, subscriber demographics and online activity data. To learn more, visit http://www.accessabc.com.