Newspaper Audit Bodies ABC and CAC Plan to Merge

The Audit Bureau of Circulations (ABC) and the Certified Audit of Circulations (CAC) have announced their intention to merge through a cashless transaction, in order to provide a new central repository of audited newspaper data and anticipated cost savings.

ABC maintains an online database of audited circulation information and an array of readership, audience and web site usage data, while CAC also verifies circulation information and provides market research and delivery verification for the Yellow Pages industry.

The new ABC-CAC will offer a database containing print and digital circulation insights for nearly 2,000 daily and weekly US newspapers, available to more than 1,000 newspaper advertisers and media buying agencies that are members of both organizations.

Additionally, the organizations say they plan to establish a set of industry-wide qualification guidelines and labeling standards, while CAC members will benefit from access to ABC's services that extend accountability to other areas of newspapers' brands, including inserts, readership studies, web sites, mobile and tablet apps and social media networks.

Pending the approval of its members, CAC will become a subsidiary of ABC, while retaining its independent brand through a separate Board of Directors, bylaws, audit statements and staff.

CAC Director Marsha Lawrence, who is also Director of Media Investment at Novus Media, comments: 'Media buyers have been supportive of this initiative from the start. We always want more comprehensive newspaper data, and CAC joining with ABC will help accomplish just that.'

Web site: www.abc-cac.com .