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Audit bureau to start measuring Web traffic

Published on .

The Audit Bureau of Circulations on Oct. 1 will begin beta testing software to measure traffic at magazine Web sites. The first participants are CondeNet, the Atlantic Monthly, The New York Times' TimesFax and The Wall Street Journal's Adfinder. ABC will work with Market Arts Software, developer of WebTrack software, on the project. ABC will not market software or keep records, as other Web traffic-counters do. It will merely use WebTrack software to audit Web publisher records, just as it does for print publications.

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