Natmags To Release Monthly Circulation Data
The National Magazine Company has announced the release of monthly sales figures for the past three ABC periods, marking a break from the ranks of rival publishers which will see monthly data released concurrently with ABC’s official six monthly average.
The move is designed to increase the publisher’s transparency, making it easier for planners and buyers to perform accurate analysis on circulation trends. The company states that close consultation has been held with media agencies, and that the majority claim they would not use the new figures to renegotiate rates.
Commenting on the move Duncan Edwards, managing director of the National Magazine Company said: “We have done this in response to repeated industry demands for greater transparency in monthly sales trends. We are committed to working closely with our colleagues in media to provide them with as much information as possible to help inform their strategies. We are releasing our figures across all NatMag titles retrospectively as a test to see how well received and useful the data proves to be. If the test is a success we will certainly look to release monthly data on a more regular basis.”
The newly released figures are the same as those submitted to ABC for auditing purposes, with any variance between ABC’s average and its component figures due to ‘minor adjustments to the last issue in a period due to estimates converting to actuals’.
The move follows Future Publishing’s decision to appoint ABC for auditing of its entire portfolio in October. According to the measurement body, the appointment marks a significant step in ABC’s development, highlighting an increased focus on accountable circulation figures in the consumer magazine sector (see Future Publishing Hands Auditing Business To ABC).
National Magazine Company: 0207 439 5000 www.natmags.co.ukRecent Magazine Stories from NewsLine Emap Appoints International Director To Boost FHM Brand Future Appoints Marketing Head For Aggressive Strategy Sugar Appoints New Editor Ahead Of Redesign
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