Virtual Press RoomNews Releases
ABC Board Agrees to Integrate Newspaper Circulation, Readership and Online Audience Information, Modifies Rules Governing Verified Circulation for Magazines
New Multimedia Report for Magazines Approved
SCHAUMBURG, Ill. (July 17, 2007) —The board of the Audit Bureau of Circulations (ABC) gave final approval to a new initiative, “Audience-FAX,” allowing U.S. newspapers to incorporate readership and online audience estimates in ABC circulation reports beginning this fall. Additional program information is detailed in an accompanying announcement issued today.
The ABC board also approved use of a new multimedia report in which consumer magazines can feature print and online activity in a single ABC document. Magazine titles can immediately begin using this new report to provide advertisers with traditional information on print circulation by issue, along with monthly website activity detailing unique users, total visits, average visit duration and the most popular sections of the website. ABC will independently audit all information detailed in the new optional report.
The ABC board also made three unanimous modifications to rules governing verified circulation and sponsored sales for consumer magazines, beginning with issues dated Jan. 1, 2008.
First, back issues of magazines served to public locations, such as doctors’ offices, hotels and hair salons, will no longer be eligible to be claimed as “verified” on ABC statements. In addition, back issues sent to individuals will not qualify as sponsored or verified circulation if the recipient has not directly requested the publication.
Second, the ABC board agreed to require that all verified copies served to a public location or individual must be reported accordingly for the subscription term. The minimum service term for verified subscriptions remains at two consecutive issues.
Finally, the ABC board agreed that public-place magazine subscriptions sponsored by advertisers or other parties should be reported as “verified” rather than “paid” on ABC media reports, and subject to the rules governing verified circulation.
“These rule modifications are an important step to ensure the continued value and acceptance of verified circulation,” said David W. Leckey, executive vice president of consumer marketing at American Media Inc. and chair of the ABC Magazine Committee. “They come after months of review and discussion between publishers and advertisers, and represent the positive work of ABC on behalf of the consumer magazine industry.”
Other Key ABC Board Actions
The ABC board also formally approved rules to provide business publications with guidance on the qualification and reporting of digital editions and versions of their print publications. The rules take effect with Dec. 2007 publisher’s statements.
Modifications to the rule defining use of premium items for newspapers were also approved. The changes explicitly note that such items as electronic editions and subscriber reward programs are not subject to the premium rule.
The board also agreed to allow two consumer magazines to be sold in combination at a newsstand (e.g., contained in a single plastic wrap), with each issue qualifying as paid circulation provided certain requirements are met.
For all ABC media divisions, the bylaw governing the filing of an ABC publisher’s statement was modified to require that the publisher or other executive sign the document, in addition to the circulation manager.
The board also opted not to increase hourly audit rates for fiscal 2008, which begins Sept. 1.
ABC also announced the retirements of Donna Campanella, Irene Hindman and Jill Manee from its board. Ms. Campanella, executive director of global media at Avon Products, joined the board in 2001. Ms. Hindman, vice president and media director at Bader Rutter & Assoc. (Brookfield, Wis.), joined the ABC board in 2000. Ms. Manee, who recently retired as vice president and publisher of Advertising Age, served on the ABC board for five years.
The ABC board of directors meeting was held July 11-14 in Aspen, Colo. For a complete summary of board actions, visit ABC’s Virtual Pressroom.
ABC members are invited to attend a webinar on July 19 recapping important board actions and rule changes. The online session for ABC newspaper members begins at 11:00 ET, while the session for magazine members begins at 2:00 ET. The cost is $149. Interested attendees can register on the ABC website.
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.
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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 |
