ABC To Provide Monthly Consumer Magazine Figures
The Audit Bureau of Circulations is to provide monthly sales figures for UK consumer magazines in its biannual audit for the first time.
The figures will make their first appearance in the ABC biannual audit for the first half of 2008.
The changes come following a request from the Periodical Publishers Association board “to allow publishers to have consumer magazine monthly circulation figures certified by ABC every six months”.
The request by the PPA came after the publication of a report for the ABC Council by Douglas McArthur in which he said that he had found widespread demand from agencies and advertisers for more information about monthly trends in magazine circulations to assist the planning process.
Magazine companies will be able to choose whether or not they publish the monthly audited figures within the ABC’s biannual reports.
Phil Cutts, PPA marketing director, said: “Potentially the changes could mean the release of more than 14,000 new data points per year on consumer magazine circulation.
“This is intended to be an aid to clients and planners for improving the measurement of campaign effectiveness.”
ABC: 01442 870 800 www.abc.org.uk PPA: 020 7404 4166 www.ppa.co.uk