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ABC Releases New Multimedia Publisher’s Statements for Eight Consumer Magazines
SCHAUMBURG, Ill. (April 9, 2008)—The Audit Bureau of Circulations (ABC) released an inaugural set of Multimedia Publisher’s Statements for eight consumer magazines that report print circulation and online website traffic. 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, New York Review of Books 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 top-line website data such as unique users and page impressions and the other detailing expanded website traffic data, including unique users, total visits, average visit duration and the most popular sections of the website. All of the website data is independently audited by ABC’s digital audit unit, ABC Interactive.
"ABC's Multimedia Publisher's Statements offer another platform for magazines to profile their website 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, website 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.”
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 http://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 |
