Shelton, Conn.—BPA Worldwide announced that Variety has applied for membership with the media auditor. Reed Business Information's Variety was previously audited by the Audit Bureau of Circulations.
The publication will use BPA's "Brand Report" to track the brand's audience across multiple media channels, including its daily and weekly print publications, its website and iPad app, Variety publisher Brian Gott said in an interview with BtoB. Variety will add its conferences and e-newsletters in a later iteration of the report, Gott said.
The Brand Report attempts to provide a clearer picture of the Variety brand's total reach by tabulating the number of recipients in each channel and accounting for subscriber overlap. Gott said that while Variety has a print circulation of about 25,000, the total paid subscriber reach of the Variety brand is “north of 50,000.”
“BPA has been an extraordinarily responsive partner,” Gott said. “I'm forecasting there is going to be a dynamic shift in the marketplace in the future, because BPA is meeting the needs of its users.”