Rules & Resources
Newspaper Support Center

Audience-FAX

FAQs for Tier Two Newspapers

Important deadlines for September 2008 Audience-FAX participants.


General Questions

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.

Audience-FAX data is integrated on ABC Publisher's Statements, Audit Reports and FAS-FAX. The data is also available in a Scarborough Research-hosted database at www.audiencefax.com and an Audience-FAX eTrends tool on ABC's Web site. ABC independently audits all audience and Web site data included in Audience-FAX.

Audience-FAX is released every six months in conjunction with ABC's circulation FAS-FAX report. A FAS-FAX schedule is posted on our Web site.

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 is the deadline to enroll in Audience-FAX for the Sept. 2008 reporting period?

U.S. daily newspapers interested in participating in Audience-FAX for the Sept. 2008 reporting period must enroll by Aug. 15.

What newspapers participated in Audience-FAX for the Sept. 2008 reporting period?

A complete list of Sept. 2008 participating newspapers is posted on ABC’s Web site.

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.

A complete list of tier one newspapers for the Sept. 2008 reporting period is available on our Web site.

What data am I required to report?

A list of reporting options for tier two newspapers is available online in the reporting options grid.

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

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

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.

Tier two newspapers reporting readership data are required to report their average print readership and online readership by NDM*. The net unduplicated audience of print and online will also be included.

Tier two newspapers may optionally report the total number of unique users visiting their Web site.

More information on reporting requirements is available on ABC's Web site.

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.

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

Created and hosted by Scarborough Research, the Audience-FAX database is available for free at www.audiencefax.com.

The database allows advertisers to rank data and generate custom reports on national and local newspapers comparing selected markets or papers across a range of demographic segments, including age, gender, household income, education and geography.

The Audience-FAX eTrends tool enables advertisers to perform period-by-period trending analyses for top-line circulation and audience information. With this tool, media buyers can create customized trending reports that detail circulation, average print and online readership, total combined audience, and total unique Web site users. Reports can be downloaded into PDF or Excel files for quick analyses or e-mailing to colleagues. The eTrends tool can be access from the ABC Web site or through your e-Data login.

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?

Because of the number of reporting options available for tier two newspapers, the costs to participate in Audience-FAX vary.

Readership Data
Tier two newspapers reporting readership data via Audience-FAX incur audit charges of $6,500 per readership study. Depending on the circulation size of the newspaper, these costs may be spread over a two to three year period.

Examples:

Newspaper A has total average paid circulation of less than 25,000. Its readership study has a three-year shelf life, which equates to $2,160 per year in audit charges.

Newspaper B has total average paid circulation of more than 25,000. Its readership study has a two-year shelf life, which equates to $3,250 per year in audit charges.

In addition to including the data in the Audience-FAX initiative, newspapers will also receive a stand-alone summary report that includes data for six demographic questions and the source of copy data.

Web Site Data
The audit costs for tier two newspapers reporting Web site activity data begins at $3,200 annually. This includes fresh data for both the March and September-ending reporting periods.

Reporting Both Readership and Web Site Activity Data
Tier two newspapers reporting both readership and Web site activity data will once again find that the price varies based on their circulation size and the shelf life of their readership study.

Examples:

Newspaper A has total average paid circulation of less than 25,000. Its readership study has a three-year shelf life, which equates to $2,160 per year in readership audit charges plus $3,200 in Web site audit charges for a total cost of $5,360 per year in Audience-FAX audit charges.

Newspaper B has total average paid circulation of more than 25,000. Its readership study has a two-year shelf life, which equates to $3,250 per year in readership audit charges plus $3,200 in Web site audit charges for a total cost of $6,450 per year in Audience-FAX audit charges.

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

Audience-FAX is released every six months in conjunction with ABC's circulation FAS-FAX report. A FAS-FAX schedule is posted on our Web site.

What are some important Audience-FAX deadlines?

July 1
Open enrollment for the September 2008 reporting period. Any newspapers considering reporting audience data are encouraged to contact ABC’s to discuss reporting options and other Audience-FAX program requirements.

Early August
Newspapers that participated in the March 2008 Audience-FAX release will receive an e-mail detailing the reporting options selected for March release. The e-mail will provide newspapers with the opportunity to make changes for the September 2008 release.

August 15
Deadline for new U.S. daily newspapers to enroll in Audience-FAX for the September 2008 reporting period.

September 1
Deadline for U.S. daily newspapers to finalize their NDM* definition for the reporting of print and online readership and net combined audience.

September 15
Deadline for tier two newspapers reporting readership data to submit their tabulations for any new custom studies.

Late September
All newspapers reporting readership data will receive a proof e-mail displaying the data that will be reported in the September 2008 Audience-FAX report.

All newspapers reporting Web site activity data using a server or log-based source or using Nielsen//NetView will receive an e-mail with instructions for submitting their Web site activity claims and supporting files.

October 1
Online filing is available. Newspapers participating in Audience-FAX will be able to view any print readership, online readership and net combined audience data within the online filing tool.

October 10
Deadline for newspapers reporting Web site activity data to submit their claims and supporting files to ABC.

October 15
Publisher’s Statement and FAS-FAX filing deadline.

October 21
FAS-FAX and Audience-FAX proof. This is your final chance to review your circulation and audience data before it is published.

October 27
FAS-FAX and Audience-FAX release date.

Print Readership and Online Audience Questions

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.

I am not part of tier one, and I use readership data from my local newspaper study for ABC Reader Profile. Will I be able to report this information in Audience-FAX?

Yes, if your newspaper is part of tier two you can continue to use your local newspaper study, as long as it is audited by ABC. All future studies will also need to be ABC-audited. Please contact ABC's at (847) 879-8321 prior to fielding your study.

Who supplies the readership and online audience data?

You can choose the research provider for your readership study. All readership studies must be audited by ABC and meet Reade Profile standards. Please contact at (847) 879-8321 prior to fielding your study.

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 the research supplier 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 the vendor of your choice (such as Nielsen//NetRatings, comScore, Omniture, etc.) and is the total number of visitors to the site, regardless of their location.

Will my readership data change for the Sept. 2008 reporting period?

For tier two newspapers, the readership data will remain unchanged as long as the Reader Profile audit is active, typically two to three years from the conclusion of the field work.

Web Site Activity Questions

What Web site activity metrics can I report?

Publishers that choose to report Web site activity data are required to report unique visitors. They may also report page impressions.

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

A unique visitor is a unique individual or browser 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.

Who supplies my Web site traffic activity data?

Tier two newspapers have the option of reporting data from a variety of sources, including Nielsen Online, comScore Inc. or server-based analytics tools such as Omniture, Webside Story, Google Analytics, etc.

If you choose a panel source, such as Nielsen Online or comScore, the data will be submitted directly to ABC. You will be able to view the data through the online filing tool once the online filing tool opens for the reporting period. Panel data may not be available for all newspapers.

If you choose a server-based analytics tool or log files, you will need to submit the data and corresponding documentation directly to ABC.

Regardless of the source, ABCi must audit all Web site activity data.

Should I choose a panel or a server-based audience measurement company for my Web site traffic activity data?

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.

To learn more about the differences between panels and servers, read ABC's POV: A Look at Panel-Based and Server-Based Online Audience Measurements and the Role of Third-Party Auditing.

Will my Web site traffic data change for the Sept. 2008 reporting period?

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

Do I have to report print readership and online audience data to report Web site activity data?

Tier two newspapers can choose to report Web site activity data, such as unique users and page impressions, without reporting print readership and online audience data.

For More Information

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

If you are interested in participating in Audience-FAX, please submit ABC's online information request form or contact at (847) 879-8321.

Who can I contact if I have more questions?

Depending on the nature of your question, you may choose to contact ABC, NAA or Scarborough Research. Contact names are listed below. You may also fill out ABC's online information request form.

ABC

Manager, Marketing and Sales
900 N. Meacham Road
Schaumburg, IL 60173
847.879.8321

NAA

Vice President Circulation Marketing
4401 Wilson Boulevard Suite 900
Arlington, VA 22203
571.366.1030

Scarborough Research

SVP, Print and Internet Services
512.250.2206



Updated 09/02/08