During American Business Media's recent annual conference in San Francisco, Mark Wachowicz, senior VP-marketing and sales at the Audit Bureau of Circulations, spoke with several b-to-b media executives about the ABC's new Consolidated Media Report.
“People wanted to know more about it—what did it cost [and] how flexible are we,” he said. “This is going to be a cultural shift. It's the open architecture and flexibility of publishers to design a report that best tells their story.”
The Economist is the first weekly magazine to release a CMR, designed to verify a media brand's reach across different platforms. The CMR, an alternative to the ABC's Multimedia Publisher's Statement, enables publishers to include data from such brand extensions as newsletters, websites, digital apps and social channels to help quantify the reach of a brand.
In order to produce a CMR, business publishers first need permission from each of their digital vendors to allow ABC to verify data the vendors have collected on behalf of their publishing clients. After ABC verifies the information, publishers can customize the report and present it to customers and prospects.
The Economist's CMR found the brand had combined print and digital circulation of 893,208. Its also verified total newsletter distribution (16,407,019) and total unique opens (2,261,595), as well as social media interactions on Facebook (1,009,815), Google+ (502,118), LinkedIn (23,003), Tumblr (43,007) and Twitter (2,279,796).
“The momentum is building in the industry for people to be transparent and to have this data in a way that, if you are a media buyer or marketer, you can compare apples with apples, which was fundamentally what ABC has done for print,” said Paul Rossi, managing director-exec VP of the Economist Group, Americas. “Now, you're starting to see that momentum coming for digital.”
Rossi added: “One of the challenges is that the technology for measuring some of these platforms is still in its infancy. As time goes on, we will start to add reporting around time spent reading apps, for example, which is one of the demands that media buyers are asking for.”
In February, BPA Worldwide started to offer clients a BPA Brand Report. It measures separately the audiences a brand reaches through print, websites, email newsletters, conferences and other media.