With the Brand Reach audit, BPA will verify the audience a particular brand reaches via a magazine as well as its related Web site, e-newsletters, conferences, trade shows and white papers.
“As the media industry continues to evolve, it is clear BPA’s role will rely on reporting a brand’s entire impact in the marketplace, rather than individual platforms or silos,” Glenn Hansen, BPA president-CEO, said in a statement.
The “alpha test” for the Brand Reach audit is Stamats Business Media’s Meetings West brand. The report for this brand includes metrics for a magazine, two e-mail newsletters and a webinar.
“This new audit tool will help our advertising customers quickly and thoroughly determine the depth and scope of the media buy within a given brand needed to achieve their marcom objectives,” Tim Fixmer, president of Stamats Business Media, said in a statement.
BPA expects to enter beta testing with the Brand Reach audit in the coming months.