ABC updates definition of digital edition

Share this content:

The Audit Bureau of Circulations released new definitions of what comprises a magazine's digital edition on March 16. The move came after Wired sought review of its iPad version, which will qualify as a “digital replica” under the updated guidelines.

Digital replicas must include the print edition's full editorial and advertising content and all editorial photography. The edition can be reformatted to accommodate the delivery device, as long as editorial and advertising content is presented in a similar fashion to the print version. If a print advertiser opts out of using the digital edition, it can be replaced by a different advertiser. A digital replica's circulation counts towards a publication's core circ numbers.

The alternative to the digital replica is the “digital non-replica,” which does not have to feature advertising or adhere to the print layout as closely, said Neal Lulofs, SVP of communications and strategic planning for ABC.

"Replica digital editions are counted in the core number toward the circ and rate base — that's why there's a difference," he said. "Breaking them out this way really stems from how advertisers want the information audited and presented."

Newspaper publishers can report e-reader distribution averages, mobile app purchases and total paid and verified circulation from products such as branded print editions associated with a flagship newspaper.

ABC's competitor BPA Worldwide reported March 10 that digital copies made up 17.4% of total circulation for all members' December 2009 statements, a 2% increase from June 2009. A BPA representative was not immediately available to comment on how it defines digital editions.

Loading links....

Next Article in Postal

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here