Magazine article Editor & Publisher

What to Expect from New AAM Audience Report: Plan Calls for Transition from Six-Month Publishing Statement to Quarterly Cross-Media Data Report

Magazine article Editor & Publisher

What to Expect from New AAM Audience Report: Plan Calls for Transition from Six-Month Publishing Statement to Quarterly Cross-Media Data Report

Article excerpt

The recent announcement that all Alliance for Audited Media (AAM) and larger Certified Audit of Circulations (CAC) U.S. newspapers will transition from filing six-month publisher's statements to reporting cross-media data on a new quarterly "Audience View" report beginning in 2015 has significant meaning for the way U.S. newspapers will now report circulation numbers.

According to Neal Lulofs, AAM executive vice president of marketing and strategy, the change will help satisfy media buyers' need for more frequent and timely data, and support the AAM's desire to make its Media Intelligence Center (MIC) a more robust audited cross-media database. AAM's traditional "Snapshot" report will be replaced with a new format that reflects quarterly newspaper information and is housed online in the MIC database.

The requirement was already in place for U.S. newspapers with circulations of more than 25,000. But starting with the fourth quarter of this year, U.S. titles with circulations under 25,000 and all CAC titles are also expected to file print data on a quarterly schedule. Canadian newspapers are expected to begin filing quarterly data beginning in June 2015. In addition, Lulofs said all newspapers will be encouraged to report monthly usage metrics for their desktop and mobile websites and related apps.

"In today's industry, a twice-a-year report wasn't timely enough," Lulofs said. "Also, we wanted to get more pertinent digital information. So, AAM reports will have more of a focus on the online database, rather than the traditional pdf of print circulations. …

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