ABC, Verve Wireless partner on mobile circulation data

ABCi, the Audit Bureau of Circulations' interactive unit, announced April 22 that it has partnered with Verve Wireless to audit newspapers' mobile content delivered with Verve's publishing platform.

The partnership will enable ABCi to give newspaper publishers and advertisers mobile data from apps, e-readers and mobile browsers, according to a statement from the organization.

Publishers can use the platform to measure mobile audience by device type; audience by day and part of the day; audience access points; unique visitors; and page views.

“With all the buzz around the iPad and with the use of mobile browsers exploding, newspapers and their advertisers are increasingly interested in seeing mobile metrics detailed in ABC reports,” said Michael Lavery, ABC president and managing director, in a statement.

Peter Hunsinger, VP and publisher of GQ, told DMNews this month that his magazine has seen a positive response from consumers in studies relating to its iPad version. Agency executives and marketers told DMNews that the iPad will result in more interactive mobile ads and additional e-commerce opportunities.