Rules & Resources
Newspaper Support Center

Audience-FAX Audience-FAX is a U.S. daily newspaper audience-reporting initiative that allows newspapers to incorporate circulation, print and online readership, net combined audience and total Web site usage data on ABC media reports.

A joint collaboration between ABC, Scarborough Research and the NAA, Audience-FAX is the latest step in a multilevel industry initiative to answer advertisers' needs for measurement data that fully reflects newspapers' full reach and audience. The combination of readership and online audience data reflects a more complete picture of a newspaper's total audience and enables advertisers to truly gauge the impact of a newspaper in the community it serves.

ABC independently verifies all of the data reported in Audience-FAX to ensure the highest levels of credibility, transparency and comparability.

Tier One and Tier Two Newspapers

Audience-FAX FAQs

Audience-FAX is available in two tiers. Each tier has slightly different reporting and sourcing requirements.

Tier one is comprised of all newspapers in a syndicated Scarborough Research market that meets Reader Profile standards. A complete list of tier one newspapers is available on our Web site.

All other newspapers fall into the tier two category.

Reports and Analysis Tools

Audience-FAX data is incorporated on ABC’s U.S. daily newspapers reports including Publisher’s Statements, Audit Reports and FAS-FAX. The data is also populated in an industry database and trending analysis tool.

Publisher’s Statements
The twice-yearly Publisher’s Statements includes four boxes across the bottom of page one. The boxes are designated for print readership, online readership, net combined audience and total Web site usage data. Paragraph 1 circulation data is unaffected by Audience-FAX. ABC circulation figures are not combined with readership or Web site unique user numbers.

Audit Reports
The Audience-FAX data is also incorporated on the Audit Report in the four boxes at the bottom of page one. ABC will report any audit findings in the audit statement paragraph.

FAS-FAX
In FAS-FAX, the Reader Profile data columns were replaced with print readership, print percent reach, online readership, net combined audience and total Web site unique users. All circulation data remains unchanged.

Audience-FAX Database
Sponsored by Scarborough, the Audience-FAX online database contains data on newspapers' average circulation, average print and online readership, total combined audience, and total unique Web site users as well as a variety of print demographic information for both national and local newspapers.

Audience-FAX eTrends Tool
The Audience-FAX eTrends tool allows users to create trending reports by reporting period on newspaper's average circulation, average print and online readership, total combined audience, and total unique Web site users.

For More Information or to Enroll

For more information about Audience-FAX, please fill out the online information request form or contact ABC’s manager, marketing and sales, at (847) 879-8321.

Participation in Audience-FAX is open to all U.S. daily newspapers. For more information on reporting requirements, data sources and costs, please review our Audience-FAX FAQs. To begin the enrollment process, complete the Audience-FAX enrollment form.

View a listing of Audience-FAX participating newspapers for the March 2009 reporting period.

Advertisers welcome the ability to analyze additional audience detail about the newspapers we consider for our media plans. Verification of this information by ABC ensures accountability, transparency and consistency for both publishers and buyers. We look forward to broad industry participation in Audience-FAX. -- Merle K. Davidson, market media director, strategic marketing/media services, J.C. Penney Corporation


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Updated 03/10/09