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ABC Launches
Rapid Report for Consumer Magazines
All AMI and Meredith Titles Will Participate
SCHAUMBURG,
Ill. (July 5, 2006) - The Audit Bureau of Circulations announced
the launch of ABC Rapid Report, a new consumer magazine circulation-reporting
tool. Participants in Rapid Report enter their top-line circulation
data on an issue-by-issue basis within weeks of the on-sale or
non-paid distribution date. American Media Inc. and Meredith Publishing
Group have pledged that all of their ABC-audited titles will voluntarily
participate in Rapid Report.
"The
reason AMI is participating in ABC's Rapid Report is simple: It's
the right thing to do," said David W. Leckey, executive vice
president of consumer marketing at American Media Inc. "The
demands of today's magazine publishing market require more immediate
information, more transparency, and more accountability. As publishers,
we ask advertisers to trust our claims; this pays back on that
trust. If the industry gets behind Rapid Report, this can be an
extremely significant step forward."
"With
full industry participation, ABC's Rapid Report is going to be
a tremendous online resource for all media buyers," said
Charles B. Rutman, CEO of MPG North America. "It will allow
advertisers and advertising agencies to make more informed decisions
and, ultimately, demonstrate the value of print as a medium to
the entire marketplace."
In a recent
survey of ABC consumer magazine titles, about 15 percent of the
respondents said they expect to participate in ABC Rapid Report,
while half aren't yet sure. Approximately half of those intending
to participate in Rapid Report claim circulation greater than
750,000.
"Publishers
expressed their desire for a tool they could use to provide their
advertisers with more frequent circulation claims and ABC delivered,"
said Michael J. Lavery, ABC president and managing director. "While
it appears many publishers are taking a "wait and see"
approach, our advertiser members have indicated that participation
in ABC Rapid Report will be an important discussion point in the
near future."
ABC-publisher
members can access Rapid Report through the online filing section
of the ABC Web site. All other ABC members can access the reports
through the e-Data login portion of the ABC Web site and choose
the ABC Rapid Report button on the left-hand tool bar.
The creation
of ABC Rapid Report was a collaboration of ABC-member publishers,
advertisers and advertising agencies working together to address
an important strategic need for more frequently reported circulation
data. ABC Rapid Report allows publishers to voluntarily report
their top-line circulation data on an issue-by-issue basis within
weeks of the on-sale or non-paid distribution date. There is no
charge to ABC publisher members to participate in the new program.
Report data will also be free to all ABC members with online access.
With more
than 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 electronic database of audited-circulation
information and an array of verified readership, subscriber demographics
and online activity data. To learn more, visit www.accessabc.com.
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