We’re delighted to announce a new reporting option for the Consumer Magazine sector, designed to help media owners highlight the potential value of new distribution methods.
The ‘Optional Analyses’ rule, agreed this summer by our publisher, agency and advertiser representatives, enables media owners to include an additional analyses table within their ABC certificate. Here they can showcase bespoke circulation breakdowns – provided they are auditable by ABC – that could demonstrate particular value to a buyer due to the nature of the purchase and/or the potential audience.
This development gives media owners the opportunity to show how they are targeting readers using new routes to market whilst providing buyers with information that will help inform their media buying decisions - as verified by ABC’s ‘stamp of trust’.
MD of Print Trading at GroupM and ABC Board member Steve Goodman was closely involved with the development of the new rule. He explained, “As media consumption habits change, publishers are faced with the challenge of developing new distribution methods that target receptive readers. Their success is beneficial to all sides of the industry and we welcome innovation in this area - provided it can be independently verified. ABC has responded quickly by working with the industry to deliver this new standard, which gives publishers the freedom to trial new routes to market whilst maintaining a level of transparency that is ABC-audited and therefore trusted. This credibility is vital for buyers looking to ascertain the potential value of copies distributed in new ways.”
Jan Pitt, Commercial Director at ABC, said, “We’re delighted to introduce this new reporting option, which has been developed in close conversation between buyers and media owners so we can provide added insights that are of value to both parties. This is just one of many recent changes at ABC that reflects our agility in delivering industry agreed standards that support new innovations in the marketplace, and which continue to bring trust and transparency to our exciting, evolving industry.”
The ‘Optional Analyses’ option has been championed by Hearst and is featured on its Jan-June 2017 ABC certificates for women’s lifestyle titles Cosmopolitan, Elle and Harpers Bazaar. Hearst used the increased reporting flexibility to demonstrate how they have targeted new readers of these titles through a methodology they have called ‘dynamic distribution’.
James Wildman, CEO of Hearst UK, said, “We’re continuing to build loyal and engaged audiences through both paid-for and dynamic channels, and our new research provides clear and compelling evidence that we’re attracting new readers. We’ve worked extremely closely with ABC to incorporate and highlight our new routes to market in the certificate for the very first time, which is important to both our advertisers and trading partners.”