Business publication buyers endorse the CMR
Dear ABC Member Representative,
With media buyers allocating more and more advertising dollars to new digital platforms, now is the time to establish and begin regular reporting of key digital metrics that complement industry-established print metrics. These digital metrics must offer the clarity and accountability that is only provided with an independent, third-party audit. Our desire for credible print and digital metrics is why we—the members of the Business Publication Buyer’s Advisory Committee (BPBAC)—are announcing our support for an important new product from ABC—the Consolidated Media Report or CMR.
The CMR is a forward-thinking report that serves the critical function of integrating a publication’s brand across print, web and mobile platforms. It allows publishers to clearly showcase their evolving brands while providing buyers with the backing and trust of an ABC audit. Several industry leaders have already stepped forward and made commitments to regularly release CMRs. The first of these reports will be in the market later this summer.
Now is the time focus on clear, concise measurements of digital media and make the media buying process less challenging for buyers and more profitable for sellers. We endorse ABC’s CMR and strongly encourage publishers to consider the potential it offers. We also ask our media buying peers to begin requesting the CMR in their planning. Together, we can bring about positive change and harness the power of print and digital audiences in our industry.
Charles L. Valan
Committee Chair, Business Publication Buyer’s Advisory Committee
Associate Media Director, The Sawtooth Group
David Dasenbrock, SVP, Media Services, Sullivan Branding
Megan Doherty, Account Director, Initiative
Robin Donovan, Managing Principal, Bozell
Peggy Groppo, Media Account Director, Philip Johnson Advertising + Marketing
Stacy Higbee, SVP, Group Account Director, Targetcast tcm
Charlie Weisinger, Media + Market Research Director, B&H Photo
*Bill Stabile, Senior Director, Brand + Mktg. Communications
*Alex Tamayo, SVP, Managing Director, PHD
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