ABC Electronic To Start Auditing E-Publications
ABC Electronic has agreed to begin auditing digital editions of magazines and newspapers following an industry-wide consultation programme.
The auditing of e-publications has become an important issue in light of the growing number of digital editions being launched. In response to this burgeoning market the ABC council has formed a working group to address the issues impacting measurement and data reporting.
To ensure clarity ABC has announced that figures for digital editions should not be included in the headline circulation figures of publications, but should appear alongside circulations for print copies on certificates. The inclusion of digital editions on ABC certificates in each sector will be subject to stringent audit rules that will now be developed for approval by ABC Council.
The Council agreed a recommendation to begin research into the reading experience of e-publications, specifically to establish if the advertisements have the same opportunity to be seen as in print copy. This will be carried out in the business to business sector sector early next year. In addition the Council agreed that ABC should review the presentation of ABC figures on certificates.
Once the research is completed ABC Electronic aims to issue an appropriate policy statement and will arrange a major seminar to raise buyer awareness and knowledge of the range of digital editions that are available.
Commenting on the initiative, Chris Boyd, chief executive of ABC, said: “This review has been carried out by ABC on recommendation from the UK media industry and the consultation included representatives from some of the largest UK companies and agencies, the relevant advertising trade bodies as well as leading publishers.”
He added: “This has enabled Council to make a thoroughly informed decision based upon current market requirements. ABC is committed to driving this initiative for the industry and will ensure that the rules for e-publications continue to be in line with industry needs. Other ABC’s around the world are also working to the same principles.”
Digital media is becoming increasingly popular with newspaper publishers and The Times currently charges around £50 a year for access to an electronic version of its daily newspaper. The Telegraph quickly followed suit with its own electronic version aimed at overseas readers (see Telegraph Launches E-Papers For Overseas Market).
ABCe: 01442 870800 www.abce.org.uk
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