ABC Releases Newspaper Reader Profile

Share this article:
The Audit Bureau of Circulations released its 500th Reader Profile, with Portland, OR-based newspaper The Oregonian as the recipient of the report.


Six years since it launched, the Reader Profile verification service offers standardized reporting to support traditional audited circulation. The combination is designed to better serve media buyers and sellers as they seek to develop an improved picture of newspaper readers.


"The significance of this milestone is that for the first time there's a credible level playing field for newspapers versus the local broadcast media," said Kevin Campbell, director of marketing and sales at ABC, Schaumburg, IL.


Reader Profile's standardization lets media planners and buyers convert newspaper readership to a cost-per-point basis for comparing prices with broadcast and spot television. Also, the demographic information makes it easier to pitch newspaper ads to advertisers seeking to target younger adults and women, both groups that are usually viewed as light readers of newspapers.


ABC data show that two-thirds of all daily newspapers with a reported average circulation of 50,000 or more, and 81 percent of the largest papers by reported circulation, participate in Reader Profile.


This year will mark another milestone for Reader Profile.


"We're going to do 200 reports this year alone," Campbell said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Mail

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Delivered: Birthday Deals Mailers

Delivered: Birthday Deals Mailers

What's in our mailbox this month: Birthday Deals. See which ones are good deals—and which ones you shouldn't deal with.

USPS Commissions Brain Research on Direct Mail

USPS Commissions Brain Research on Direct Mail

The Office of the Inspector General seeks neuroscientists to investigate human responses to digital and physical media.

Direct Mail Remains Impactful

Direct Mail Remains Impactful

Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers will spend $45 billion on ...

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.