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Details of Audience-FAX released

Published on .

Schaumburg, Ill.—The board of the Audit Bureau of Circulations on Tuesday approved development of Audience-FAX, a new measurement tool for advertisers that will combine newspaper readership and online audience estimates into ABC circulation reports.

Starting this fall, newspapers will be able to report in-market print, online and net combined readership as measured by Scarborough Research. Monthly Web site unique visitors also will be reported from sources such as Nielsen//NetRatings, comScore or server-based analytics tools.

The online database will allow advertisers to generate custom reports on national and local newspapers comparing selected markets or newspapers across a numberof demographic segments, using print and online audience data.

Audience-FAX is expected to debut Nov. 5 and will cover the Sept. 2007 six-month ABC reporting period.

—Matthew Schwartz

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