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Combined Audience Measure Launches
Audience-FAX, the joint initiative backed by the Audit Bureau of Circulations (ABC) and the Newspaper Association of America (NAA), has been launched on schedule. The service integrates data from sources including Scarborough Research, NetRatings and comScore to combine print and online newspaper audience stats.
First reported by DRNO in June (www.mrweb.com/drno/news6983.htm ) and given the go-ahead by the ABC in July (www.mrweb.com/drno/news7059.htm ), the service is released in conjunction with FAS-FAX, ABC's top-line circulation report covering the Sept. 2007 reporting period. It combines data from some of the best known names in audience measurement to give users a cross-platform view and comparison of newspaper audience in one comprehensive report.
Two hundred and six newspapers are participating in the launch. All audience data will be verified by ABC and reported in each newspaper's audit report. Mark Kaline, global media manager, Ford Motor Co., says the benefits of the new service include 'greater insight into readership trends, audience demographics and online reach' and adds: 'It's great to see more than 200 newspapers participating in this initial phase. We hope to see a lot more in the future.'
Data is also available in an online database created and hosted by Scarborough Research at www.audiencefax.com , with additional ranking and reporting features. Audience-FAX is available in two tiers, the first comprised of newspapers in 81 syndicated Scarborough-measured markets meeting ABC's Reader Profile standards, and the second including the remainder of the 200+ papers.
The partners are online at www.accessabc.com , www.naa.org and www.scarborough.com.
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