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ABC Introduces New Name -- Alliance for Audited Media -- To Reflect Leadership in New World of Media

November 23, 2012
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NEW YORK, Nov. 15, 2012 -- The Audit Bureau of Circulations (ABC) introduced a new brand identity today – the Alliance for Audited Media – to more accurately portray its evolving leadership in media verification.  The new name reflects the industry's transformation and reinforces the organization's preeminent role in providing cross-media standards, audit services, and data critical to the advertising and publishing industries.

The new brand, endorsed by 94 percent of the organization's members who recently cast votes on the matter, builds upon AAM's expanding role in auditing media across multiple platforms. These include print media brands, tablet and smartphone apps, websites, social media, email newsletters, and digital publishing platforms that serve the media industry.

"The ABC brand has served our organization and our industry well for nearly 100 years, but this represents much more than a name change," said Michael J. Lavery, president and managing director of the Alliance for Audited Media. "With advancements in the media industry and the progress our organization has made in developing new digital audit services and cross-media expertise, we felt it was time to refresh our brand to better reflect our strategic role in the new world of media." Lavery added that the nonprofit organization's mission would remain focused on bringing third-party accountability, credibility, and confidence to a changing media landscape.

The announcement of the new name was accompanied by the introduction of a new logo and new U.S. and Canadian websites. The sites feature an all-new Media Intelligence Center—an online resource housing a comprehensive range of audited information and media analysis tools, available exclusively to AAM members.

Lavery also noted that the new AAM brand fits well with the organization's recent acquisition of the Certified Audit of Circulations. "Our relationship with CAC helps expand our audit services for smaller U.S. newspapers and increases the granular data available in our new Media Intelligence Center," he said.

Media Continue Digital Transformation

According to AAM's fourth annual digital publishing survey, which will be released in full in December, publishers continue to transform their business models to reach readers across multiple platforms. Ninety percent of AAM publisher members today provide content on mobile devices like tablets and smartphones, up from 51 percent in 2009. Publishers also expect smartphone and tablet apps to double in profitability by the end of 2014. Other digital products will see smaller, but still significant, gains. As another sign of the digital transformation occurring in publishing, earlier this month, AAM released figures showing that digital editions now represent 15 percent of all U.S. newspaper circulation, up from nine percent the year earlier.
 

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