ABC streamlines Consumer Magazine Standards and reflects digital shift
(printable PDF )
The new standards, which come into effect for periods ending June 2025, are the result of extensive consultations with buyers, publishers and their industry bodies.
Quick links: Summary | Key changes | Example Certificate | Questions | Help & Support
In summary:
- Simplified process: New efficiencies will lighten the workload for you, saving time and resource.
- Enhanced digital recognition: We’ll now treat digital and print copies consistently, delivering a more complete picture of audience reach.
- Increased flexibility: We’re enabling greater flexibility in publisher reporting, facilitating creativity and supporting your strategies to drive revenue.
- Same trusted data: Buyers still retain access to trusted, independently audited data at a level of detail that best suits their needs.
These changes will streamline the delivery of trusted, relevant data, powering informed media trading decisions.
Reporting Standards: Key changes
The new Consumer Magazine Standards, effective for all audit periods ending June 2025, aim to simplify and modernise the reporting process for magazine publishers. Below are the key changes, full details can be found in the new standards.
Digital Copies
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Digital editions now become digital copies with no restrictions on editorial advertising changes.
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Print copies and digital copies circulated to the same individual can both be claimed in your headline ABC figure on the same certificate.
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You will now need to report the number of individuals that receive both print and digital copy formats on certificates (where known).
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Digital copies no longer need a specific request unless the circulation category specifies consumer payment or request.
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Digital copies can now be claimed within Non-Controlled Free circulation.
Paid Copies
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Retail, single copy sales and subscriptions are no longer required to be broken out by price rate bands.
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Cover prices and subscription rates no longer need to be published.
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The principle that it must be clear the price paid includes the publication removes complexity around publisher sales and subscription promotions.
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Back issues for repurposed unsold retail copies may be claimed up to 12 months.
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The circulation category of Requested Sponsored Subscriptions has been removed - any copies that would have been claimed here can be claimed in Multiple Subscriptions.
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For Paid Multiple copies the breakouts by type (airlines, hotels etc) is not required.
Free Copies
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Free print and digital copies are reported as a single line (free copies) on page 2 of certificates, removing the breakout between net and gross. The quantities of each category of free circulation continue to be shown on a separate table.
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Across all categories of free circulation, it is no longer a requirement to break out copies delivered on a regular or sample basis.
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Monitored Free Distribution has been renamed Free Pick Up.
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In the Free Pick-Up category, a breakout by distribution point type is only needed if Free Pick Up copies represent 20% or more of the Total Average Circulation.
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In Controlled Free and Free Requested categories, the maximum time a request remains valid has been extended from three to five years.
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In the Free Letterbox category, distribution is no longer limited to UK & Republic of Ireland.
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Back issues for repurposed unsold retail copies may be claimed up to 12 months.
Print Editions
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Do not need to have a similar advertising/editorial ratio as the main edition.
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No longer have a restriction on pagination changes compared to the main edition.
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No additional breakout required for editions in a different format or that carry less than 70% of ads that appear in the main edition.
Optional Reporting
- Any circulation detail you previously delivered on your ABC certificates (and other opportunities) are available to you under our optional reporting standards. Optional reporting requirements will be subject to additional audit costs.
Auditor
- All audits must be conducted by ABC staff auditors, except those currently using an Approved Auditor.
Digital Publications and Web Traffic
- You may now report Publication Active Views (PAVs) for a digital product on a Consumer Magazine certificate.
- If you audit a website or app, you may now choose which metric (or metrics) you report. View the full Website/App Standards.
Example Certificate
The certificate will remain familiar to you with all the trust and industry backing as before. For those claiming digital there will be a clear statement about the number of individuals who received both a print and digital copy. The circulations breakdowns will be streamlined in line with the changes to the standards.
Click for full certificate
Questions & Answers
We have made these changes to:
- Ensure ABC figures stay relevant and valued for trading in a changing market
- Create efficiencies for publishers in delivering ABC figures.
Yes, our reporting standards are being updated across all sectors, although the changes affect different sectors in different ways. An important objective of the changes has been to align standards across the different sectors where practical.
The new standards apply to all ABC members and will take effect for all audit periods ending June 25 or later. This means for:
- Annual reporters: The changes will apply to issues published from January 25 that form part of the January to December 25 reporting period.
- Six monthly reporters: The changes will apply to issues published from January 25 that form part of the January to June 25 reporting period.
- Monthly reporters: The changes will apply to issues published in June that form part of June’s reporting.
It's important to note that the new standards do not require you to change your circulation strategy but if you wish to do so more options are now available to you.
No, on the contrary, these changes will for most introduce efficiencies in the ABC process and lighten the workload for publishers, saving time and reducing the resources required. For ABC it will help us continue to provide a great value for money service.
The changes treat print and digital copies equally. This means restrictions that previously applied to digital copies have been removed. Hence, publishers can now claim many more if not all of the digital copies that they circulate. If all eligible digital copies are claimed, then the average circulation per issue - the headline ABC figure - may increase in the first round of reporting that follows these changes.
When you come to report your circulation under the new standards, our updated returns system will guide you through the process and we'll be on hand to answer any questions you may have. If you wish to claim digital copies that you previously couldn’t, or are considering changing your publishing strategy to utilise the developments, we’d be happy to discuss this with you.
We understand that these changes may seem sudden, however we've taken significant steps to prepare for this transition. Over the past year, we’ve consulted widely; with both buyers and sellers through our Board, and our Reporting Standards Groups in order to agree these new standards.
By implementing these changes as soon as possible, we’re able to provide the market with the benefits promptly.
Yes, you can. Any breakouts a publisher currently reports on their ABC that are no longer mandatory requirements remain optional to report. For example, if you want to continue to report aspects like price breakdowns for paid copies, you can do so as an optional addition.
That’s not a problem. If you can't or don't want to report both print and digital copies delivered to the same individual you may still claim just one of them. You will be able to continue to report all aspect of your existing circulation under the new rules. However, as we have simplified reporting and removed many previous restrictions on digital copies you may want to take advantage of the new standards as soon as they are applicable.
We'll still compare the average circulation per issue for each year. The extra detail about the average number of copies sent to the same person in both print and digital formats will help you understand the comparisons better.
Our reports will continue to be presented in the same format as they are now, but adapted to reflect the mandatory detail required by the Standards.
We're here to help
If you have any questions about these changes or would like to discuss how your publications can take advantage of the new digital flexibility then please contact your account manager or email
