ABC Launches Readership Survey for Smaller Newspapers

In the US, the Audit Bureau of Circulations (ABC) has partnered with media research agency American Opinion Research (AOR) to introduce a new readership service that enables small to midsize newspapers to participate in audited readership studies.

ABC, which is a body comprising magazine and newspaper publishers, advertisers and ad agencies, maintains an online database of audited circulation information and readership data, as well as media web site usage figures.

Through AOR, the organization is now running readership studies for those US newspapers that do not meet its Audience-FAX audience-reporting standards.

More than 175 US newspapers currently participate in Audience-FAX, which integrates newspaper circulation, print readership and online audience measurement data on ABC's US newspaper statements.

Prior to the launch, small newspaper publishers had to contract out their own independent studies if they wanted to participate in the Audience-FAX initiative.

ABC says that by retaining a single research firm to conduct all the studies and standardize some questions, its smaller and midsize member newspapers are now able to obtain low-cost verified readership studies.

'This offer provides small to midsize newspapers a low-cost opportunity to glean and promote valuable information about their readers that is only available via customized readership studies,' explained Mark Wachowicz, ABC's SVP of Marketing and Sales. 'For the first time, these newspapers have an incredibly affordable alternative to traditional studies.'

Web sites: www.accessabc.com and www.imsworld.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.