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ABC announces changes to make newspaper circulation data more 'transparent'


By The Drum Team | Editorial

April 11, 2012 | 2 min read

Newspaper auditor ABC has announced changes to the way national newspaper circulation data is reported to bring 'greater detail and transparency' to advertisers.

Starting this month, national newspaper data published will include a weekday daily average and a Saturday average by circulation category. Circulation for excluded issues will be reported giving media planners and buyers visibility, for the first time, of those issues excluded from ABC averages, "providing a greater level of detail to support their campaigns".

From July 2012 daily average indices will be published across each 6-month period. The changes apply to April data and will first be seen in May when ABC releases its National Newspaper Report, bringing together information across all audited titles.

Rufus Olins, CEO of the Newspaper Marketing Agency, said: "This is a significant step that provides more granularity and transparency into the circulation of our national news brands – and we hope agencies will find this insight useful. In the current multimedia landscape, we will continue to look at ways to provide insight into the different channels and the overall growth of our news brands’ audiences."

The changes were developed and agreed by the National Newspaper Reporting Standards Group, which is facilitated by ABC. The group represents the interests of the sector across media buyers, agencies and media owners.


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