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U.S. Newspapers Participating in ABC's Preprint Projection Center Crosses 200 Mark
227 Newspapers Contributing Data Less Than a Year After Launch
SCHAUMBURG, Ill., (March 23, 2009)—The Audit Bureau of Circulations (ABC) announced that U.S. newspaper participation in the Preprint Projection Center now stands at 227, less than a year after its launch. More than 70 registered advertisers regularly access the newspapers’ preprint data.
"ABC's Preprint Projection Center makes it easier and more efficient to advertise in newspapers—in a huge way," said Chris Black, division vice president of media at Sears Holdings Corp. "For national advertisers like Sears, who regularly run insert advertisements in thousands of newspapers, this online tool is a huge time- and cost-saver. It's great to see more than 200 newspapers using the PPC; everyone should."
Launched in April 2008, ABC’s Preprint Projection Center (PPC) is designed to enhance preprint buyer and seller communication by streamlining the time-consuming and sometimes cumbersome task of providing updates to each preprint advertiser for the newspaper’s latest circulation projections. The PPC serves as a secure, centralized location on ABC’s website where newspapers upload information related to their circulation projections for use by preprint advertisers, including preprint quantities, zones, dates, bonus days and frequency changes. Information entered into the PPC is confidential and available only to registered advertisers. There is no charge for newspapers to participate in the PPC and ABC-member advertisers access the information for free.
“The Preprint Projection Center has simplified our communications with our major advertisers across the country,” explained Elizabeth Brenner, president and publisher, Milwaukee Journal Sentinel. “Now we don’t have to spend time chasing down projections, or trying to customize and reconfigure our projected quantities for every preprint customer. Instead we let the PPC do the work while we concentrate on the quality conversations that help drive sales for our advertisers, and help boost their share of spend for us.”
As part of the first wave of pending U.S. newspaper rule changes, ABC recently enhanced the PPC with new reporting capabilities. Effective April 1, 2009, U.S. newspapers must report any intermittent circulation (bonus days) and frequency changes at least 120 days in advance of the first date of service to qualify the copies as paid circulation. Intermittent circulation, or bonus days, is when a home-delivery subscriber receives an issue that was not part of their original subscription. This type of circulation is commonly used for holidays or special community events. Frequency upgrades and forced conversions are programs used to increase the number of days per week a subscriber receives the newspaper without any incremental charge.
Both intermittent circulation and frequency-change programs can significantly impact an advertiser’s preprint quantities. Reporting the information in the PPC at least 120 days in advance of the service provides advertisers with plenty of time to make the appropriate adjustments to their insert quantities.
“One of our ongoing priorities at ABC is using technology to create a centralized, go-to online resource for all of our members,” said Mike Lavery, ABC’s president and managing director. “We’ve focused our attention on building accessible, relevant tools that deliver the information media buyers want like the PPC for newspapers and Rapid Report for consumer magazines while creating convenient, easy-to-use data entry portals that encourage publishers to readily share their information with buyers and update it often.”
About ABC
With nearly 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 online database of audited-circulation information and a growing array of readership, audience and website usage data. To learn more, visit www.accessabc.com.
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Corporate Communications Contacts: | ||
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Executive Vice President, Strategic Planning, Communications and General Manager, ABC Interactive t: 224-366-6363 |
Manager, Communications t: 224-366-6365 |
Assistant Manager, Communications t: 224-366-6432 |
