ABC's Consolidated Media Report Enables Multichannel Measurement

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The Audit Bureau of Circulations, Schaumburg, Illinois is set to release Consolidated Media Reports for business publications.

The Consolidated Media Report will calculate a publication's total audience reach based on circulation, pass-along receivership, Web site traffic and other auditable media such as online newsletters and trade show distribution. Among the first to enroll in the service is the Advertising Age trade title.

The total audience measurement takes into account Web and hard-copy readers as well as the pass-along rate, or the number of people at a business organization that read the same copy of a publication. The data gives advertisers a clearer picture of how a publication is used across channels.

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 business publication's site.

Circulation data will come from the publication's latest Publisher's Statement. Released reports will be available to subscribers of ABC's e-Data online database. The approximate cost to publications is estimated between $250 and $500.

The board of publishers, advertisers and ad agency members that lead the media auditor recently approved the new report at a July meeting. The report will have a shelf life of around six months.

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