Qualification and Reporting of Digital Circulation

View a prototype for reporting to be effective with the June 2011 reporting period. (PDF*)
View examples of editorial and advertising requirements. (PDF*)

For magazines distributed in a digital version, the following reporting and qualification standards should be followed.

Definition of a Digital Edition

• The label “Digital Edition” will be used to describe distribution of a magazine's content via electronic means. The digital edition must maintain the same identity of the host publication by maintaining the same name/logotype characteristics.
  
  A digital edition is defined in AAM reports as being a paid requested subscription/single copy or individually requested verified where access is restricted to those individuals in either of the following two formats:
  
  Replica: Digital replica editions must, at a minimum, contain the same editorial and photojournalism as the national print edition. The edition can be reformatted to accommodate the delivery device being used, provided the editorial content is presented in a fashion that is similar and consistent with the print publication. Hyperlinks, video, audio and other similar web-enabled enhancements will not impact the consideration of the edition being a replica, provided placement of the editorial remains consistent with the print version.
  
  As technology develops, publishers may exclude URL/website references contained in the print edition's editorial content without impacting its qualification as a digital replica.
  
  Advertisers in the print national edition must be given the opportunity to advertise in the national digital replica edition with the exception of fractional advertisements of one-third page or smaller as well as classified direct mail advertisements. Advertising beyond what appears in the print edition will not impact the edition's possible qualification as a replica.
  
  Publishers in-house advertisements appearing in the print edition are not required to appear in the digital edition.
  
  In situations where advertising in the digital edition is limited to selected advertisers only, the digital edition shall be considered a Digital Edition - Non-Replica for AAM reporting purposes.
  
  Publishers interested in reporting Digital Edition – Replica that differs in layout of the print publication are encouraged to request pre-evaluation from AAM to ensure appropriate reporting.
  
  Non-Replica: Digital Edition – Non-Replica is required to maintain the same basic identity and contain content of the same editorial home as the print magazine. The editorial and advertising content may be different.
  
  
• Digital editions (replica and/or non-replica) served as a back copy shall not be considered eligible for reporting as circulation on AAM reports.
  
  
• A digital edition is not the unrestricted public access website (i.e., the xxx.com of the magazine) available to any user of the internet except for deliver intended to be classified on reports as analyzed nonpaid bulk digital replica edition.
  
  
• For digital replica editions intended to be classified as analyzed nonpaid bulk, a digital replica edition may be an unrestricted public access website and circulation claimed on reports is number of “accessed” copies only.
  
  
• Service of a digital edition (replica and/or non-replica) will be fully disclosed in AAM reports to include the publisher's advertising policy in the explanatory section of the report. See reporting requirements below.

Requirements for Delivery and Qualification

• Digital editions may be delivered in two ways:
  1. Pull method is the most common type of digital delivery. The digital edition must have restricted access. Upon making the decision to receive the digital edition, the recipient typically needs to receive a website address, a unique user name and password from the publication. The recipient then is required to log into this secure website to access the issues of the publications made available to the recipient during their subscription period or for single copy for the specific issue purchased. Programs structured as “pull” delivery with a static digital edition being provided (pdf of magazine) shall require notification of the new issue being available to be provided to subscribers of the digital edition. Such notification is most frequently achieved through email to the subscriber.
     
     
  2. Push method is where the subscriber receives an e-mail notice with a link for download or an email with an attached file for downloading of the magazine. The magazine is then typically downloaded onto the recipient’s computer for viewing. The magazine is responsible for communicating to the subscriber regarding how to access the issues and identify when it becomes available for downloading.
     
     
  For claiming as distribution of the magazine on AAM reports of a digital edition except for delivery intended to be classified as analyzed non-paid bulk:
  • The recipient must request delivery of the publication in a digital format.
  • The publisher has documentation available to verify the request and all other applicable qualification information for the class of circulation being sold (for example: reporting as paid circulation—proof of payment be made available).
  • For digital magazines delivered via the "push" method, the digital version of the magazine must be successfully delivered to the recipient's computer. If a magazine uses the "push" method, all undeliverable emails must be accounted for and the circulation associated with those individuals must be excluded from the circulation claimed on AAM documents.

  For claiming as distribution of the magazine on AAM reports as analyzed non-paid bulk digital replica edition:

  • The recipient must access the issue to be eligible to be claimed as a circulation unit on reports.
  • The circulation unit to be reported from recipients of the replica digital edition shall be those unique consumers that successfully gained “access” to viewing the digital replica edition. Access is defined as reasonable assurance that the replica edition was viewed on a computer or other electronic device (i.e., smartphone, iPad, etc.).
  • The publisher has documentation available to verify all applicable qualification for the delivery and claiming of circulation.
  • Publishers are encouraged to contact AAM prior to the beginning of any statement period where analyzed nonpaid bulk digital editions will be claimed to ensure required audit records are in place for reporting of access copies.
• Publishers wishing to convert existing print subscribers to digital service must provide an "opt-in" option to subscribers. Only those who respond positively to the opt-in will be allowed to have the digital edition served to count as distribution on AAM reports.
  
  
• For digital editions delivered to Requested Circulation (Direct Request), request must be renewed at least annually.

Reporting of Digital Editions

• A digital circulation unit for reporting on AAM reports shall be those recipients who were given the opportunity for access in a “pull” delivery method or successfully received the download in a “push” delivery method except for analyzed nonpaid bulk.
  
  
• A digital circulation unit for reporting on AAM reports as analyzed non-paid bulk shall be those recipients where access to the digital replica edition occurred and where access can be verified by AAM in audit.
  
  
• For recipient offers selling print and digital editions together in one offer, only one circulation unit may be claimed on AAM reports. It is the publisher's option to report circulation as print or digital on AAM reports.
  
  
• Digital - Replica shall be reported within the paragraphs of the AAM report with the print circulation. Total of print and digital replica will be made where appropriate.
  
  
• Digital – Non-Replica shall be reported separately with the AAM report and not totaled with the core magazine circulation. In addition, Digital – Non-Replica shall not be totaled into rate base comparison data in AAM reports.

AAM Publisher's Statement Reporting of Digital Editions

• Paragraph 1 Total Average Circulation
  Separate reporting of Digital - Replica edition circulation and Digital – Non-Replica shall be made within paragraph 1. Digital - Replica shall be reported under the core circulation reporting categories within paragraph 1.
  
  Digital – Non-Replica shall be reported separately within paragraph 1 and not totaled with the core circulation.
  
  
• Paragraph 2 Prices
  All sales from Digital - Replica individual subscriptions should be in included in the publisher’s calculation of average price.
  
  Digital - Non-Replica price points sold may be reported as an option, Digital - Non-Replica sales shall not be reported within the core average price.
  
  
• Paragraph 3 Circulation by Issue
  Digital - Replica edition circulation is reported separately in paragraph 3 along with print circulation information.
  
  Digital - Non-Replica will be reported in paragraph 3A noting subscribers/single copy by month of the non-replica edition. As an option, publishers may elect to report the non-replica subscribers/single copy by day or week in place of monthly data.
  
  
• Paragraph 4 Circulation by Regional, Metro, Demographic Editions
  Digital - Replica edition circulation may be reported separately and a total Print and Digital - Replica shall be reported by edition.
  
  Digital – Non-Replica is not required to be reported in the edition paragraph.
  
  
• Paragraph 5 Trend Analysis
  This reporting will reflect the total of Print and Digital - Replica. Digital – Non-Replica is not reported within this paragraph.
  
  
• Paragraph 6 Supplemental Analysis of Average Circulation
  Digital - Replica edition circulation shall be reported separately. A total Print and Digital - Replica shall also be reported.
  
  Digital – Non-Replica shall be reported separately by category.
  
  
• Paragraph 6A and 6B Verified Circulation
  Digital - Replica shall be reported separately from Print by top category.
  
  Digital - Non-Replica is not required to be reported within this paragraph.
  
  
• Paragraph 7 Geographic Data
  Digital - Replica circulation is reported separately and a total Print and Digital - Replica shall be reported.
  
  Digital - Non-Replica is not required to be reported.
  
  
• Paragraph 8 Analysis of Total New and Renewal Individual Subscriptions
  All sales from Digital - Replica should be included in this paragraph. Separate reporting of paid and digital sales is not required.
  
  Digital - Non-Replica is not required to be reported.
  
  
• Paragraph 9 Explanatory
  If a magazine serves and claims any digital circulation, a description of their digital circulation must be disclosed in paragraph 9. This description should:
  • Briefly describe the digital edition product
  • Publisher's advertising policy
  • For non-replica digital editions, provide description regarding both the editorial and advertising differences
• As an option, a publisher may report in the explanatory paragraph of AAM publisher’s statements, unique downloads/access quantities by issue or a six-month average of a digital edition. The following definitions shall be used for publishers opting to make this reporting.
  
  For magazines using the "push" method of delivery, download records shall be measured for this reporting. Download is defined as those digital editions that were downloaded by the subscriber through either active or passive action on the part of the subscriber.
  
  For magazines using the “pull” method of delivery through web-based browsers, access records shall be measured for this reporting. Access is being defined as the subscriber successfully logging into the restricted access digital edition.