ABC Adapts Requirements for Digital Magazine Audits

In the US, the Audit Bureau of Circulations (ABC) has modified its requirements for qualifying US and Canadian consumer magazines as replica digital editions, to account for publications produced on software for tablet devices like the iPad.

ABC provides verified information and an online database of audited circulation information, along with an array of readership, audience and web site usage data. Under its new regulations, while editorial content and photography must continue to be the same in both print and electronic versions, advertising may now differ.

In addition, publishers are no longer required to secure an opt-out confirmation from advertisers that are unable to submit reformatted digital files in time, or who do not want their print ads to appear in digital editions.

'Early magazine digital editions were commonly PDFs of the print version, so ABC required a digital replica to be just that - an exact version of the print issue,' explains ABC President, Mike Lavery. 'But with today's advanced publishing software the environment is far more complex, and even static print ads often require reformatting for digital publication. The new parameters simplify the process, make the advertiser's intent clear, and streamline the audit requirements.'

Web site: www.accessabc.com .