Virtual Press RoomNews Releases
ABC Board Broadens Definition of Magazine Digital Editions, Expands Canadian Representation
Postpones 2009 Conference, Appoints Two New Directors
SCHAUMBURG, Ill., (March 17, 2009)—At its recent meeting, the board of the Audit Bureau of Circulations (ABC) expanded the definition of a digital magazine edition to include content published via any digital means, not just an exact electronic copy. Beginning with June 2009 ABC statements, magazines may report paid digital editions in two categories: “replica,” where the advertising and editorial content exactly match the printed publication, and “nonreplica,” where the basic identity and content are similar to the printed edition but the articles and advertising may differ. Free, unrestricted public access to a website does not qualify as a paid digital edition.
The ABC board also agreed to broaden its Canadian representation and increase Canadian autonomy and control over rules and reporting to ensure that its services and policies continue to meet member’s changing needs. The bureau’s Canadian committee will be expanded by six members, adding three publishing executives and three media buyers, and will become the ABC Canada board.
The action is part of a broad set of strategic changes ABC has made in recent months to better address the unique needs of the Canadian market, including several important changes to rules and audit programs intended to help contain costs, streamline audits, and address the evolving nature of the Canadian media marketplace.
The ABC board decided to postpone its 2009 annual conference, originally scheduled for Toronto this November, citing a challenging advertising market and anticipated lower attendance due to economic and industry conditions. ABC said it would host its 2010 conference in Toronto.
“We’re disappointed to postpone this year’s conference, but it’s the right thing to do in the difficult economic environment all businesses are faced with,” said Mike Lavery, ABC’s president and managing director. “Many of our member organizations are under widespread travel and budget limitations, and are trimming discretionary expenses such as attending industry conferences. The board made its decision now, early in the year, so ABC members can plan and budget accordingly.”
Lavery said ABC would hold a brief business meeting in New York on Nov. 11 to elect board directors, report on business activities and present the treasurer’s financial update, as required under its bylaws. He also indicated ABC would host virtual “Nuts & Bolts” Web-based training sessions this fall to update attendees on the latest ABC rules and audit guidelines.
Key Newspaper Actions
The ABC board agreed to work with the Newspaper Association of America to form a joint industry task force that will examine the growing use of electronic and nontraditional editions that are beginning to be employed by more newspapers. The group will be made up of advertisers and publishers and chaired by Jerry Hill, director of audience and new business development for the St. Petersburg Times.
The board also voted to rescind its initial approval of a new rule that would have allowed U.S. newspapers with circulation between 50,000 and 75,000 to be audited every other year.
“In today’s economy, advertisers are under tremendous pressure to demonstrate the return on their marketing investments,” said Chris Black, division vice president of media at Sears Holdings Corp. “Newspapers in this circulation range are highly valuable to us, and an annual ABC audit gives us the kind of detailed, independently verified data we need to fine-tune our media buys.”
ABC agreed to extend the expiration period of its preprint insert audit reports from two years to three for newspapers that receive a superior proficiency rating of 98 percent or better. These publishers will be required to undergo a less intrusive and less costly qualitative audit of preprint processes in the interim year.
The board also gave final approval to a new rule governing how U.S. newspapers report sales by price categories. Beginning April 1, publishers will be required to report subscription circulation sold above and below 25 percent of the basic price only if more than five percent of a newspaper’s subscription circulation falls into the lower price category. Previously, newspapers were required to report all subscriptions sold above 50 percent and between 25 and 50 percent of basic price. This information will be available to ABC-member advertisers and advertising agencies in a password-protected area of ABC’s website, not on ABC statements. If requested, competing newspapers will be allowed to access each other’s information.
These board actions come as a sweeping set of newspaper rules take effect in the U.S. on April 1, including a new flexible pricing model where ABC will consider newspapers “paid” regardless of the price for which a copy is sold.
Other Key Board Actions
The board agreed to establish a new magazine task force to evaluate ABC's current reporting process. The group of advertisers and publishers will work with ABC staff to find ways to simplify the process, eliminate extraneous information, and present additional audience and multimedia data of value to advertisers.
The board granted a request from the Christian Science Monitor to transfer to ABC’s magazine division. Last fall the publisher announced that in April 2009 it would shift from its daily print format to a multiplatform strategy that included a weekly print edition, online content updated continuously each day, and daily e-mail editions.
ABC appointed two new directors to its board: Ed Cicale, vice president of media services at AutoNation Inc., and Evan Ray, senior vice president of finance and operations, U.S. community publishing, at Gannett Co. Inc.
The ABC board also passed a formal resolution honoring the dedication and service of Mary Jacobus, president and chief operating officer of the Regional Media Group of The New York Times Co. Jacobus, who passed away on Feb. 20, served as an ABC director from 1998-2007. Her tenure included serving seven years as a board officer and chair of ABC’s newspaper committee. In her memory the board made a donation to a college scholarship fund established for her three children.
The ABC board of directors meeting was held March 11-13 in Naples, Fla. For a complete summary of board actions, visit ABC's Virtual Pressroom.
About ABC
With nearly 4,000 members in North America, ABC is a forum of the world’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited-circulation information and a growing array of readership, audience and website usage data. To learn more, visit http://www.accessabc.ca.
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Corporate Communications Contacts: | ||
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Executive Vice President, Strategic Planning, Communications and General Manager, ABC Interactive t: 224-366-6363 |
Manager, Communications t: 224-366-6365 |
Assistant Manager, Communications t: 224-366-6432 |
