What is Audience-FAX?

Audience-FAX is a U.S. daily newspaper audience-reporting initiative that for the first time integrates circulation, print readership and online audience data on ABC media reports.

Why is this initiative occurring?

Audience-FAX is a joint collaboration between ABC, Scarborough Research and the NAA. It is the latest step in a multilevel industry initiative to answer advertisers' needs for measurement data that reflects newspapers' full reach and audience. Such information also helps facilitate comparisons with the audiences of electronic media.

Is participation in Audience-FAX optional? Is it available for all ABC newspaper members?

Audience-FAX is an optional audience-reporting program available to all U.S. daily newspaper members.

What newspapers are participating in Audience-FAX for the March 2009 reporting period?

What's the difference between tier one and tier two?

Audience-FAX is available in two tiers or groups: tier one covers newspapers in a syndicated Scarborough-measured market that meets Reader Profile standards; tier two is for all other newspapers.

What data am I required to report?

How is the audience data displayed on my ABC circulation reports?

Audience-FAX data is incorporated on three of ABC’s circulation reports:

How do I access the Audience-FAX database and eTrends tool?

Does Audience-FAX replace the Reader Profile and ABCi banners? Can I still release full-length Reader Profile and ABCi Audit Reports?

For U.S. daily newspapers, the Audience-FAX Publisher’s Statement and Audit Report formats replace the banners that ABC previously used to display both Reader Profile and ABCi data.

Publishers still have the option of releasing a full-length Reader Profile or ABCi Audit Report.

Are there any audit or reporting fees associated with Audience-FAX?

Tier one newspapers are charged a flat fee of approximately $6,500 per year that covers audit charges for both the readership study and the Web site activity data. This fee also covers inclusion of the data in the printed ABC reports and online database.

Tier one newspapers that report Web activity from multiple sources will be charged an incremental $1,000 per year for the audit of the second Web activity source.

When will the next wave of Audience-FAX data be released?

What's the difference between circulation data and print readership data?

A newspaper’s circulation refers to the number of copies distributed, typically reported as a daily or weekly average. Circulation is not necessarily the same as copies sold, since some copies or newspapers are distributed without cost.

Readership is a measurement of total audience—or the average number of people who “read” or “looked into” a newspaper in a given time frame. Readership figures are usually higher than circulation figures because more than one person often reads a newspaper copy—at home, work or in a public setting like libraries or waiting rooms.

Circulation in tandem with readership best addresses advertisers’ needs for measurement data that reflects newspapers’ true reach and audience.

Who supplies the readership and online audience data?

How does ABC get my print readership and online audience data?

Scarborough Research submits the data directly to ABC before each six-month reporting period. ABC then incorporates the data on Publisher's Statements, Audit Reports and FAS-FAX. You will have the opportunity to review your reports before they are released.

When will I get to see my print and online readership numbers?

All Audience-FAX data will be prepopulated in ABC's online filing tool before each reporting period. Once the online filing tool opens to ABC members, you will be able to login to your account and view the numbers. You will not be able to make any modifications to the Audience-FAX data.

What's the difference between online readership and total Web site usage?

The online readership number is provided by Scarborough and is the total number of readers the Web site has within the defined market (either the DMA or NDM*). Web site usage (unique visitors) is supplied by a panel-based research company (such as Nielsen Online or ComScore) and is the total number of visitors to the site, regardless of their location.

What's the difference between a readership DMA and NDM*?

DMA (Designated Market Area) is a standardized television viewing area defined by Nielsen. All tier one newspapers must report a DMA.

The NDM* (Newspaper Designated Market for readership) is a geographic area selected by the newspaper. It must encompass at least 75 percent of the total paid circulation. Tier one newspapers must also report an NDM*.

Where did you get my NDM*? How do I change my NDM*?

The NDM* for tier one newspapers is provided to ABC by Scarborough. If you would like to change your NDM* for the next reporting period, please contact manager, research auditing, at (847) 879-8401.

Is Saturday readership included in the Audience-FAX data?

Saturday readership can be included in the past seven-day data if the data is collected by the researcher. For newspapers that don't measure Saturday readership, the past seven-day readership data is comprised of the Sunday and weekday figures.

Will my readership data change for each reporting period?

Yes, the readership data for tier one newspapers will change for each reporting period. Unlike the Reader Profile program, the readership data for Audience-FAX will change for each reporting period.

Web Site Activity Questions

What Web site activity metrics can I report?

Tier one newspapers are required to report unique visitors from a panel-based source such as Nielsen Online or ComScore. The data must be based on a six-month average. They may optionally report page impressions using either panel or server data.

What's the difference between unique users and page impressions?

A unique user is a unique individual or browser—as measured by a panel-based measurement company—that accesses a Web site during a specific period of time.

A page impression is the number of times a Web page is viewed by visitors.

What is the difference between a unique user and a unique cookie?

Unique user data has been established using a research-based methodology.

Unique cookie data is a census-based count generated from cookies that has not been adjusted for duplicative items such as cookie deletes or multiple-access points by the same user.

Who supplies my Web site traffic activity data?

Tier one newspapers must report unique users/visitors from a panel-based service such as Nielsen Online (NetView or MegaPanel) or comScore. Unique user/visitor data must be based on a six-month average. If panel data is not available, tier one newspapers may use server data for their Web activity numbers.

Tier one newspapers can optionally include page impressions and unique cookie data from a server-based service in addition to the panel data. Server-based data may be based on a one-month time period. Newspapers that take advantage of reporting by multiple sources will be charged an incremental $1,000 per year for the additional Web site activity audit for a total Audience-FAX participation fee of $7,500 per year.

Why should I report both panel and server-based Web metrics?

Panels and servers use fundamentally different methodologies to evaluate a Web site's traffic activity. While both methodologies have pros and cons, a third-party auditing company like ABCi can review the methodologies and offer an additional layer of transparency and credibility to the data.

Will my Web site traffic data change for each reporting period?

Yes, Web site traffic data will be updated for each Audience-FAX reporting period.

For More Information

I’m ready to be a part of the program. What do I do first?

Who can I contact if I have more questions?