ABC Approves Consolidated Media Report for Consumer Mags
Reflecting a rapidly changing media industry, the board of the Audit Bureau of Circulations (ABC) agreed to allow consumer magazines the option to report print circulation, Web site traffic, and other auditable media in one aggregated-gross figure summarized on a Consolidated Media Report. ABC launched a similar report for business publications in July. However, at its recently completed meeting, the board agreed to use a new term, “Total Contacts,” to describe this group, replacing the “Total Audience Reach” label previously in use.
ABC also modified sponsored sales rules for consumer magazines. Beginning in January, new sponsorship programs must inform the magazine recipient who the sponsor/purchaser of the subscription is; sales-agent invoices must detail purchase quantities and payment by publication; and each sponsor must outline how the purchase promotes its business and how the copies will be used.
“All of us on the ABC board are united in our push for circ transparency and clarity, while recognizing our responsibilities to all ABC constituents,” said David Leckey, executive vice president of consumer marketing at American Media Inc. and chair of the ABC Magazine Committee. “The additional reporting requirements for sponsored sales provide a protective structure to this subscription source and keeps the format of the new ABC Publisher’s Statement in tact.”