Magazine article Editor & Publisher

ABC Formally Embraces Readership Metric with New 'Audience FAX'

Magazine article Editor & Publisher

ABC Formally Embraces Readership Metric with New 'Audience FAX'

Article excerpt

Nearly 100 years after it was formed to preach the gospel that paid circulation is the best measure of newspaper's value as an advertising medium, the Audit Bureau of Circulations (ABC) is embracing the readership metric.

ABC, the Newspaper Association of America (NAA), and Scarborough Research on Tuesday announced an initiative to integrate newspaper readership and online audience estimates into ABC circulation reports.

"Audience-FAX" will launch this fall, allowing newspapers to report in-market print, online, and net combined readership as measured by Scarborough Research.

Monthly Web site unique visitors also will be reported from sources including Nielsen//NetRatings, and comScore Inc. Editor & Publisher is owned by Nielsen, the parent company of Nielsen//NetRatings. ABC called Audience-FAX "the latest step in a multilevel industry initiative to answer advertisers' needs for measurement data that reflects newspapers' full reach and audience."

Audience and Web site estimates in Audience-FAX will be independently audited by ABC and reported in its Publisher's Statements, Audit Reports, and FAS-FAX.

The information also will be available in a new industry database, created and hosted by Scarborough and available to ABC members, the Schaumburg, Ill. …

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