ABC Allows Business Mags To Report Demographic Data

The Audit Bureau of Circulations (ABC) is to allow business magazines to include demographic data when they report their circulation figures in order to increase the usefulness of the certificates to advertisers and agencies. The enhancement to the audit will allow publishers to include an extra four tables of demographic data so that they can independently verify to advertisers their targeting effectiveness.

ABC director of business to business, Jan Pitt, says: “Many of the most successful business magazines today already deliver a large amount of demographic data through the ABC Profile scheme. This gives them the opportunity to demonstrate their precise targeting of valuable business communities. However, some publishers have some of this data or indeed collect different data relevant to their advertisers. It is for these publishers the new options will be most useful as they can choose what they audit up to a maximum of four additional tables.”

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Audit Bureau of Circulations: 01442 870 800