Larger U.S. Magazines to Report Per-Issue Data to AAM
Board reaffirms commitment to providing audited digital use metrics
ARLINGTON HEIGHTS, Ill. (March 19, 2013) – As a result of media buyers’ increased interest in timely data, the Alliance for Audited Media’s board of directors approved a new rule that requires U.S. magazines with circulation of 250,000 or more to report per-issue data via AAM’s Rapid Report online tool. Beginning with July 2013 issues, approximately 240 magazines will provide issue-by-issue data covering print and digital subscriptions and newsstand unit figures. Until now participation in the reporting tool had been optional. It will remain an option for publications with circulation under 250,000.
The data will be available in AAM’s newly redesigned database, the Media Intelligence Center. For more information on Rapid Report filing guidelines, visit the AAM website.
Key Newspaper Actions
The AAM board agreed that U.S. daily newspapers should no longer be required to report five-day averages. As newspapers modify their publishing plans and expand their cross-media distribution channels, the board recognized that circulation averages may vary greatly from one day to another, making it a challenge to provide industry-comparable figures. If given final approval in July, reporting five-day and other daily combination averages will be an option with September 2013 statements. Newspapers with circulation greater than 50,000 will continue to be required to report individual daily averages.
Following AAM’s acquisition of the Certified Audit of Circulations in November, the two organizations agreed to work toward a database that would serve as a single resource for newspaper data. To help unify the AAM and CAC report formats and data elements, the board endorsed a plan to include nonpaid circulation on AAM reports beginning with the September 2014 reporting period. The board will consider new prototype reports, labels, and rules for approval at its July 2013 meeting.
Other Key Magazine Actions
The AAM board reaffirmed its position that digital use metrics for tablets and mobile devices are a vital part of a magazine’s total brand view and should be audited by AAM and reported in its Media Intelligence Center. AAM will continue to work with the MPA, the 4A’s, and other groups to evaluate how key metrics are audited and reported. AAM’s digital audit team has extensive experience in this area and is working with the MPA to help sharpen existing definitions and establish technical parameters to make them auditable and comparable across the industry.
The board also gave its final approval to create an allowance for U.S. magazine newsstand sales that are lost when not properly scanned or accounted for by retail outlets. The new U.S. rule will take effect with 2013 first-half magazine publisher’s statements.
New Directors Join AAM Board
AAM welcomed three new directors who were appointed to the North American board:
- Stephen Bernard, vice president of advertising, The McClatchy Company
- Debbie Sklar, vice president, director of print services, Horizon Media
- David Strome, vice present of media services—Americas, LVMH Moet Hennessy Louis Vuitton
The board also elected as its treasurer Kirk Davis, president and COO of GateHouse Media. The AAM board of directors meeting was held March 14-15 in Miami. For a complete summary of board actions, visit AAM’s website.
About the Alliance for Audited Media
The Alliance for Audited Media (AAM) is a not-for-profit organization that connects North America's leading media companies, advertisers and ad agencies. Founded in 1914 as the Audit Bureau of Circulations, the AAM is a preeminent source of cross-media verification and information services, providing standards, audit services and data critical to the advertising industry. The organization independently verifies print and digital circulation, mobile apps, tablet and website analytics, social media, technology platforms and audience information for newspapers, magazines and digital media companies in the U.S. and Canada. In November 2012, the AAM joined forces with Certified Audit of Circulations. To learn more about the Alliance for Audited Media, visit the AAM website.
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