ABC Projects 700,000 Ad Age Readers

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Advertising Age reached more than 700,000 readers in June, the Audit Bureau of Circulations found in its first Consolidated Media Report for the trade weekly, released Aug. 22.

This figure is more than 11 times the advertising, marketing and media newsmagazine's qualified circulation. The report projects nearly 200,000 of the total are pass-along readers, based on figures from April. Total reach includes site visits to www.adage.com.

The addition of a Consolidated Media Report to ABC's offerings of circulation audits was approved at a July meeting by its board of publishers, advertisers and ad agency members. It responds to the multichannel presence of media outlets as well as the trend for businesses to share copies of a publication throughout the office.

The report segments the reach not only by channel but also by industry, finding that about one-third of Ad Age's print readers work at ad agencies.

Advertisers and marketers in manufacturing, retail and distribution, entertainment, financial, telecommunications and government and nonprofit make up a little over half of the print readership figure, with retail and distribution holding the largest share at more than 44,000 projected readers.

Crain Communications Inc., Detroit, owns Ad Age. It includes a weekly newspaper and a real-time Web site that distributes electronic newsletters, streaming video, audio podcasts and blogs. The outlet also hosts events and conferences.

ABC Interactive, an ABC  unit that offers third-party verification of online activity, will provide Web metrics, including page impressions and unique users for each client publication's site.

Circulation data will come from a publication's latest Publisher's Statement. The report will have a shelf life of around six months.

The Consolidated Media Report enables Ad Age, New York, to represent a richer profile of its audience to its advertisers. ABC, Schaumburg, IL, has not yet released the names of other publications that have opted in to this service. Released reports are available to subscribers of ABC's e-Data online database.

The cost to publications is between $250 and $500.

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