'PC Magazine' to use dual audit

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New York-Ziff Davis Media's PC Magazine said Monday that it will begin using a dual audit beginning next year. In addition to using the Audit Bureau of Circulations, PC Magazine will employ an audit from BPA Worldwide. The additional audit comes on the heels of a circulation flap with ABC, which resulted in the reclassification of about 260,000 subscribers from "paid" to "analyzed non-paid." The move to a dual audit and the reduction of the magazine's rate base to 700,000 from more than 1 million are part of a larger effort to focus on core technology influencers through the magazine, said Jason Young, Ziff Davis president-consumer tech and Internet group. "Strategically, we are looking at the business around PC Magazine holistically and around all aspects of the PC Magazine brand, including the Web," he said. The PC Magazine Web site generates about 3 million unique visitors a month, according to Ziff Davis.

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