Claritas to Provide Data for ABC Audits

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Market research firm Claritas Inc., San Diego, has agreed to provide the Audit Bureau of Circulations with demographic marketing data for its Audit Reports and Publisher's Statements. Claritas data also will appear in ABC's semiannual FAS-FAX reports, which offer extracted information from the larger Publisher's Statements, such as circulation averages.


ABC will include Claritas' county population, household information data and ZIP code household estimates in its circulation reports. Advertisers and media buyers use ABC reports to verify publications' circulation claims.


"The population and household data ABC receives from Claritas provides quality data for market-by-market analysis," ABC President Michael Lavery said in a prepared statement.


Mary Beth Perrot, vice president and industry practice leader at Claritas' Media and Agency Group, said the information would help circulation marketers build geographic profiles of the readers of the magazines listed in ABC reports.


Claritas data first showed up in the June 30 audit reports, but the companies did not publicly announce the partnership until September. The next ABC Publisher's Statements are scheduled for release this week.
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