ABC Announces Changes to Its Data Format

The Audit Bureau of Circulations (ABC) this afternoon announced its improved format and new data for its six-monthly concurrent figures for consumer magazines.

There is to be a new distinction in the data between ‘actively purchased’ and ‘non-actively purchased’ titles. Actively purchased refers to copies where the recipient has made a conscious buying decision, retail sales and subscriptions for example. Non-actively purchased copies are those where a conscious buying decision has not been made by the recipient, for example postal free copies or membership of an association/society/club.

The table below shows, using sample figures, how the new distinctions will effect how titles are ranked.

The move is a response to the need of media buyers and sellers to better understand the circulation of titles. Copies of the new report will also include a new ‘marketing summary’ which will provide detailed analysis of the concurrent figures (saving recipients the task of fully interrogating the raw data), listing for example:

• The top 100 consumer magazines by:Total average net circulation Actively purchased circulation Subscription circulation
• The top 20 consumer magazines by largest percentage circulation risers and fallers
• Market sectors ranked by total net circulation and by percentage circulation change.

From 1 January 1999, the two consumer sectors – consumer general and consumer specialist – will merge. Also, for the first time copies of the reports will be available directly from the ABC website from midnight on Thursday 11 February ( click here for the 1999 data release calender).

Julie Ferguson, director of ABC’s consumer press division, commented: “By making data more readily accessible and including new information as the marketplace changes, we are responding directly to our members’ needs. Improvements such as these are key examples of how ABC continues to work in a partnership with the industry.”

ABC: 01442 870 800