Audit ServicesCirculation
Audience-FAX
FAQs for Tier Two Newspapers
- General Questions
- What is Audience-FAX?
- Why is this initiative occurring?
- Is participation in Audience-FAX optional? Is it available for all ABC newspaper members?
- What's the difference between tier one and tier two?
- What data am I required to report?
- How is the audience data displayed on my ABC circulation reports?
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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 website usage data. Paragraph 1 circulation data is unaffected by Audience-FAX. ABC circulation figures are not combined with readership or website 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 their websites' total unique users or unique cookies.
More information on reporting requirements is available on ABC's website.
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 website uniques. All circulation data remains unchanged.- How do I access the Audience-FAX database and eTrends tool?
- Are there any audit or reporting fees associated with Audience-FAX?
- When will the next wave of Audience-FAX data be released?
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 website. ABC independently audits all audience and website 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 website.
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.
Audience-FAX is an optional audience-reporting program available to all U.S. daily newspaper members.
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 is available on our website.
A list of reporting options for tier two newspapers is available online in the reporting options grid.
Audience-FAX data is incorporated on three of ABC’s circulation reports:
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 website 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 website or through your e-Data login.
Because of the number of reporting options available for tier two newspapers, the costs to participate in Audience-FAX vary.
Readership Data – AOR Study
ABC has developed a readership service for tier two newspapers that allows you to obtain readership research at an affordable price and report the data via Audience-FAX.
ABC has contracted with American Opinion Research, a leading full-service quantitative and qualitative media research firm, to field random-digit dial telephone readership studies. By retaining a single research firm to conduct all of the studies and standardizing some of the questions, ABC is able to offer tier two newspapers an affordable way to obtain high caliber, independently verified readership studies beginning at just $11,500, with volume discounts that may drop the costs to as low as $9,500.
For an additional $1,000, newspapers can upgrade their AOR readership study package to include additional questions that may yield up to 12 responses. For example, you may want to ask your readers questions about their shopping habits or their readership of your TMC products.
For Audience-FAX purposes, the shelf life of these studies is three years for newspapers with less than 25,000 circulation and two years for newspapers with more than 25,000 circulation. These timeframes begin at the conclusion of the fieldwork.
Readership Data – Non-AOR Readership Study
Tier two newspapers reporting readership data via Audience-FAX incur audit charges of $6,500 per readership study if it is not conducted by AOR.
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.
Website Data
The audit costs for tier two newspapers reporting website activity data begins at $3,200 annually. This includes fresh data for both the March and September-ending reporting periods.
Reporting Both Readership and Website Activity Data
Tier two newspapers reporting both readership and website activity data will once again find that the price varies based on their circulation size and the shelf life of their readership study. Newspapers will incur a $6,500 audit charge per readership study. The study may be valid for two to three years, depending on the circulation size of the newspaper.
Newspapers will also incur website audit charges beginning at $3,200 annually for fresh data for both the March and September-ending reporting periods.
Newspapers that report branded editions may incur an additional upcharge.
Audience-FAX is released every six months in conjunction with ABC's circulation FAS-FAX report. A FAS-FAX schedule is posted on our website.
- Print and Online Audience Questions – AOR Studies
- How does the ABC program with AOR work?
- What are the costs of the AOR program?
- Who will perform the research?
- Will the study be audited?
- What questions are part of the AOR study?
- Can I still use my own readership study supplier?
- What's the difference between circulation data and print readership data?
- What's the difference between online readership and total website usage?
- Will my readership data change for each reporting period?
ABC has contracted with American Opinion Research, a leading full-service quantitative and qualitative media research firm, to field the random-digit dial telephone readership studies for U.S. newspapers that do not meet Audience-FAX tier one standards.
By retaining a single research firm to conduct all of the studies and standardizing some of the questions, ABC is able to offer newspapers an affordable way to obtain high caliber, independently verified readership studies beginning at just $11,500, with volume discounts that may drop those costs to as low as $9,500.
In addition to the list of standardized questions, newspapers also have the option of upgrading their readership study package to include additional questions that may yield up to 12 responses. For example, newspapers may ask their readers questions about their shopping habits or their familiarity with the newspapers’ TMC products.
For newspapers participating in the AOR program, all contact, billing and customer service will be handled by an ABC audit manager. ABC will conduct an audit of the study to ensure it complies with the minimum standards.
The final audited data is included on ABC Publisher’s Statements, Audit Reports, FAS-FAX reports, two Audience-FAX online databases and a standalone Audience-FAX readership report. Participants will also receive the complete research study disc, cross tabs and details of any audit findings.
For Audience-FAX reporting purposes, the shelf life of the readership study is three years for newspapers with less than 25,000 circulation and two years for newspapers with more than 25,000 circulation. This time frame begins at the conclusion of the fieldwork.
By retaining a single research firm to conduct all of the studies and standardizing some of the questions, ABC is able to offer tier two newspapers an affordable way to obtain high caliber, independently verified readership studies beginning at just $11,500, with volume discounts that may drop the costs to as low as $9,500.
For an additional $1,000, newspapers can upgrade their AOR readership study package to include additional questions that may yield up to 12 responses. For example, you may want to ask your readers questions about their shopping habits or their readership of your TMC products.
Under the ABC’s AOR program, all research is conducted by AOR and audited by ABC.
Tier two newspapers can still field readership studies using the supplier of their choice. See additional FAQs about this option below.
Yes. ABC independently audits all readership data included on its media reports.
You can view a complete list of Audience-FAX tier two standardized questions on ABC’s website.
In addition to the list of standardized questions, newspapers also have the option of upgrading their readership study package to include additional questions that may yield up to 12 responses. For example, newspapers may ask their readers questions about their shopping habits or their familiarity with the newspapers’ TMC products.
Yes. Tier two newspapers can still field readership studies using the supplier of their choice. See additional FAQs about this option below.
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.
The online readership number is provided by the research supplier and is the total number of readers the website has within the defined market (either the DMA or NDM*). website usage (unique users or unique cookies) is supplied by the vendor of your choice (such as Nielsen Online, ComScore, Omniture, etc.) and is the total number of visitors to the site, regardless of their location.
For tier two newspapers participating in the AOR study, readership data will remain unchanged as long as the audit is active, typically two to three years from the conclusion of the field work.
- Print Readership and Online Audience Questions - Non-AOR Studies
- What's the difference between circulation data and print readership data?
- 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?
- Who supplies the readership and online audience data?
- When will I get to see my print and online readership numbers?
- What's the difference between online readership and total website usage?
- Will my readership data change for each reporting period?
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.
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 (224) 366-6356 prior to fielding your study.
You can also choose to participate in the tier two readership program ABC has developed with AOR. View the FAQs in the section above for more information.
You can choose the research provider for your readership study. All readership studies must be audited by ABC and meet the minimum standards. Please contact at (224) 366-6356 prior to fielding your study.
You can also choose to participate in the tier two readership program ABC has developed with AOR. View the FAQs in the section above for more information.
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.
The online readership number is provided by the research supplier and is the total number of readers the website has within the defined market (either the DMA or NDM*). website usage (unique users or unique cookies) is supplied by the vendor of your choice (such as Nielsen Online, ComScore, Omniture, etc.) and is the total number of visitors to the site, regardless of their location.
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.
- Website Activity Questions
- What website activity metrics can I report?
- What's the difference between unique users and page impressions?
- What's the difference between unique users and unique cookies?
- Who supplies my website activity data?
- Should I choose a panel or server-based audience measurement company for my website traffic activity data?
- Will my website traffic data change for each reporting period?
- Do I have to report print readership and online audience data to report website activity data?
Publishers that choose to report website activity data are required to report unique users or unique cookies. They may also report page impressions.
A unique user is a unique individual or browser—as measured by a panel-based measurement company— that accesses a website during a specific period of time.
A page impression is the number of times a Web page is viewed by visitors.
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.
For more information on this topic, read Bill Perry's POV: Uncovering the Discrepancies in Unique Measurement Data Generated by Panel and Census-Based Online Measurement Techniques.
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 website activity data.
Panels and servers use fundamentally different methodologies to evaluate a website'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.
Yes, website traffic data will be updated for each Audience-FAX reporting period.
Tier two newspapers can choose to report website activity data, such as unique users or unique cookies 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?
- Who can I contact if I have more questions?
If you are interested in participating in Audience-FAX, please submit ABC's online information request form or contact at (224) 366-6356.
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
48 W. Seegers Road
Arlington Heights, IL 60005-3913
224.366-6356
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
