American Media and Meredith Publishing Group have agreed to voluntarily participate in the Audit Bureau of Circulations’ newly inaugurated ABC Rapid Report, a new consumer magazine circulation reporting tool.
The two publishers will enter the top-line circulation data from all their ABC-audited titles on an issue-by-issue basis within weeks of the on-sale or non-paid distribution date, ABC said from its Schaumburg, IL, headquarters.
ABC’s Rapid Report is an attempt to help advertisers make better decisions based on immediate information and more transparency and accountability. It also will help highlight the importance of print consumer magazines to advertisers worried about their audiences moving to other channels.
A recent survey of ABC consumer magazines showed that 15 percent of the respondents — half of them with titles boasting 750,000-plus circulation rate base — are expected to participate in the ABC Rapid Report. Fifty percent aren’t sure, though.