ABC, the Audit Bureau of Circulations is investigating ways of auditing internet sites in response to requests from publishers eager to get on the net. ABC has had meetings with the Electronic Publishing Group and although things are still at the discussions stage, initial soundings suggest that any site that has a registration system would be able to be audited.
To enable the audit of a site, ABC would install some software that would snap-shot log file traffic and then analyse that themselves. Sites without registration systems would be too difficult to control. For controlled circulation titles which currently use request cards as part of their audits they can already include replies by e-mail or a registration system from a net site as part of their audit.
ABC’s Richard Foan, deputy chief executive, told MediaTel that ABC are keen to establish a UK standard for net audits, but discussion over funding is still underway. ABC’s American sister company, based in Chicago, has just started auditing net sites and the two companies are having regular discussions over this.
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