Association Of Online Publishers Attacks ABC Digital Decision
The UK Association Of Online Publishers has rejected as ‘unsatisfactory’ a move by the Audit Bureau of Circulations to include figures for e-publications on its upcoming print certificate.
The industry body has written to ABC chief executive, Chris Boyd, to express its dissatisfaction at the decision to publish data for digital editions alongside circulations for print copies, but not in the headline figures of publications (see ABC Electronic To Start Auditing E-Publications).
The AOP claims the move does not provide publishers a good enough incentive to have digital circulation figures audited by ABC. It also argues that e-publications should be included in the print headline figures in the same way that regional and tabloid editions are.
It insists that e-publications are digital replicas of the print editions of newspapers or magazines and are distinct from websites. An increasing number of publishers are developing digital editions as a way of generating extra revenue, reaching new audiences and achieving lower distribution costs.
Annelies Van Den Belt, digital director for News International, said: “Times Newspapers Ltd does not understand why the ABC insists on treating e-papers differently to the print edition of newspapers and magazines. Our edition is a digital replica and therefore we consider sales of a digital copy as valuable as the printed copy.”
Tim Faircliff, general manager of Telegraph.co.uk, added: “Tabloid, broadsheet and digital – same product, different format. Hollinger Telegraph New Media hopes that ABC can accelerate the process to include digital editions into the print headline figure to ensure consistency with the differing formats available.”
However, the AOP claims to be encouraged that ABC has taken a step in the right direction in acknowledging that digital editions are likely to form an integral part of publishing businesses for years to come.
It has also agreed to house, on its website, a temporary showcase for a selection of its members’ digital editions. These can be accessed free of charge by marketers and media agencies keen to learn about their effectiveness.
The AOP recently agreed to work with the IAB to accelerate the growth of the online advertising market. The partnership will see the two organisations work on a number of initiatives to boost the interactive commercial market including audience measurement, trade marketing of online, advertising standards and promoting advertising effectiveness (see AOP To Work With IAB To Grow Online Advertising).
Association Of Online Publishers: 020 7400 7562 www.ukaop.org.uk
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