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Qualification and Reporting of Digital Circulation (Updated March 2009)

View a prototype for reporting to be effective with the June 2009 reporting period. (PDF*)

For magazines distributed in a digital version, the following reporting and qualification standards should be followed.

DEFINITION OF A DIGITAL EDITION

• The label “Digital Edition” will be used to describe distribution of a magazine's content via electronic means. The digital edition must maintain the same identity of the host publication by maintaining the same name/logotype characteristics.
  
  A digital edition is defined in ABC reports as being a paid requested subscription/single copy or individually requested verified where access is restricted to those individuals in either of the following two formats:
  
  Replica: This digital edition is an exact replica in both editorial and advertising as the actual magazine. Additive content such as hyperlinks, video, audio and other simiilar Web enabled enhancements will not impact the consideration of the edition being a replica provided placement of the editorial and advertising remains consistent as in the print version.
  
  Non-Replica: This digital edition is required to maintain the same basic identity and contain content of the same editorial home as the print magazine. The editorial and advertising content may be different.
  
  
• A digital edition is not the unrestricted public access Web site (i.e. the xxx.com of the magazine) available to any user of the internet.
  
  
• Service of a digital edition (replica and/or non-replica) will be fully disclosed in ABC reports. See reporting requirements below.

REQUIREMENTS FOR DELIVERY AND QUALIFICATION

• Digital editions may be delivered in two ways:
  1) Pull method is the most common type of digital delivery. The digital edition must have restricted access. Upon making the decision to receive the digital edition, the recipient typically needs to receive a Web site address, a unique user name and password from the publication. The recipient then is required to log into this secure Web site to access the issues of their publications made available to the recipient during their subscription period or for single copy for the specific issue purchased. Programs structured as “pull” delivery with a static digital edition being provided (pdf of magazine) shall require notification of the new issue being available to be provided to subscribers of the digital edition. Such notification is most frequently achieved through e-mail to the subscriber.
  
  2) Push method is where the subscriber receives an e-mail notice with a link for download or an e-mail with an attached file for downloading of the magazine. The magazine is then typically downloaded onto the recipient’s computer, for viewing. The magazine is responsible for communicating to the subscriber regarding how to access the issues and identify when it becomes available for downloading.
  
  For claiming as distribution of the magazine on ABC reports of a digital edition:
  - the recipient must request delivery of the publication in a digital format
  - the publisher has documentation available to verify the request and all other applicable qualification information for the class of circulation being sold (for example: reporting as paid circulation - proof of payment be made available)
  - for digital magazines delivered via the "push" method, the digital version of the magazine must be successfully delivered to the recipient's computer. If a magazine uses the "push" method, all undeliverable e-mails must be accounted for and the circulation associated with those individuals must be excluded from the circulation claimed on ABC documents.
  
  
• Publishers wishing to convert existing print subscribers to digital service must provide an "opt-in" option to subscribers. Only those who respond positively to the opt-in will be allowed to have the digital edition served to count as distribution on ABC reports.
  
  
• For digital editions delivered to Requested Circulation (Direct Request), request must be renewed at least annually.

REPORTING OF DIGITAL EDITIONS

• A digital circulation unit for reporting on ABC reports shall be those recipients who were given the opportunity for access in a “pull” delivery method or successfully received the download in a “push” delivery method. 
  
  
• For recipient offers selling print and digital edition at one price and no option to purchase each separately at a reduced rate at point of purchase, only one circulation unit may be claimed on ABC reports.  It is the publisher’s option as to reporting circulation as print or digital on ABC reports. 
  
  
• For offers selling print and digital editions as a single unit,  but where the consumer is offered in a clear and conspicuous manner, within the same offer, the opportunity to purchase the print or digital edition at a lesser price, both the print and digital edition shall be eligible for inclusion in circulation statistics on ABC reports.
  
  
• Digital-Replica shall be reported within the paragraphs of the ABC report with the print circulation. Total of print and digital replica will be made where appropriate.  
  
  
• Digital-Non Replica shall be reported separately with the ABC report and not totaled with the core magazine circulation.  In addition, Digital-Non Replica shall not be totaled into rate base comparison data in ABC reports.
  

ABC PUBLISHER'S STATEMENT REPORTING OF DIGITAL EDITIONS

• Paragraph 1 Total Average Circulation
  Separate reporting of Digital-Replica edition circulation and Digital-Non Replica shall be made within Paragraph 1. Digital-Replica shall be reported under the core circulation reporting categories within Paragraph 1. 
  
  Digital-Non Replica shall be reported separately within Paragraph 1 and not totaled with the core circulation.

• Paragraph 2 Prices
  All sales from Digital-Replica individual subscriptions should be in included in the publisher’s calculation of Average Price.  Separate reporting of average price shall be required for print and digital, subscription sales are not required. 
  
  Digital Non-Replica price points sold may be reported as an option, Digital Non-Replica sales shall not be reported within the core average price.

• Paragraph 3 Circulation by Issue
  Digital-Replica edition circulation is reported separately in Paragraph 3 along with print circulation information.  
  
  Digital Non-Replica will be reported in Paragraph 3A noting subscribers/single copy by month of the non-replica edition.  As an option, publishers may elect to report the non-replica subscribers/single copy by day or week in place of monthly data.

• Paragraph 4 Circulation by Regional, Metro, Demographic Editions
  Digital-Replica edition circulation is reported separately and a total Print and Digital-Replica shall be reported by edition.
  
  Digital-Non Replica is not required to be reported in the edition paragraph.
  

• Paragraph 5 Trend Analysis
  This reporting will reflect the total of Print and Digital-Replica. Digital-Non Replica is not reported within this paragraph.

• Paragraph 6 Supplemental Analysis of Average Circulation
  Digital-Replica edition circulation shall be reported separately. A total Print and Digital-Replica shall also be reported.
  
  Digital-Non Replica shall be reported separately by category.
  
  
• Paragraph 6A and 6B Verified Circulation
  Digital-Replica shall be reported separately from Print by top category.
  
  Digital Non-Replica is not required to be reported within this paragraph.

• Paragraph 7 Geographic Data
  Digital-Replica circulation is reported separately and a total Print and Digital-Replica shall be reported.

  Digital Non-Replica is not required to be reported. 

• Paragraph 8 Analysis of Total New and Renewal Individual Subscriptions
  All sales from Digital-Replica should be included in this paragraph. Separate reporting of paid and digital sales is not required.

  Digital Non-Replica is not required to be reported.

• Paragraph 9 Explanatory
  If a magazine serves and claims any digital circulation, a description of their digital circulation must be disclosed in Paragraph 9. This description should:
  - Briefly describe the digital edition product
  - For non-replica digital editions provide description regarding both the editorial and advertising differences
  
  
• As an option, a publisher may report in the explanatory paragraph of ABC Publisher’s Statements, unique downloads/access quantities by issue or a six month average of a digital edition. The following definitions shall be used for publishers opting to make this optional reporting. For publishers electing to make this optional reporting, the following definitions shall be used.
  
  For magazines using the "push" method of delivery, download records shall be measured for this reporting. Download is defined as those digital editions that were downloaded by the subscriber through either active or passive action on the part of the subscriber.
  
  For magazines using the “pull” method of delivery through web-based browsers, access records shall be measured for this reporting. Access is being defined as the subscriber successfully logging into the restricted access digital edition.

Updated 03/16/09