ABC Loosens Newspaper Reporting Requirements

Britain's Audit Bureau of Circulations (ABC) has agreed that publishers will no longer have to make their circulation figures public. In addition, ABC will no longer publish its public monthly report, though the figures will still be available to advertisers.

Non-profit ABC delivers industry-agreed standards for media brand measurement of print publications, digital channels and events. Following discussions with publishers, agencies, advertisers and their trade bodies, the Bureau is to allow national newspaper publishers to opt either for public or private reporting. Publishers will have their circulation figures audited to industry standards through ABC, with their publication under their own control. ABC's web site will show that the title is ABC-certified, and that the publisher has chosen to manage their ABC data themselves. In addition, publishers can now report optional metrics in addition to mandatory metrics required by ABC reporting, which will maintain the comparability the Bureau data provides.

Rolling release of data through the ABC's Newsbrands report, which previously reported print and digital figures together, will cease. According to Phil Smith, Director General of advertising trade body ISBA, the changes will reduce the tendency for circulation to be seen as the only measure of Newsbrands' health in the multi-platform age, while ensuring comparability and trustworthiness of ABC data remains available to buyers. Belinda Beeftink, Research Director at the Institute of Practitioners in Advertising (IPA), adds that the new approach will allay publisher concerns and ensure the continued provision of objective, independent data.

Derek Morris (pictured), ABC Chairman, states: 'Keeping a JIC (Joint Industry Committee) joined up sometimes requires compromise. However, all agree that the higher principle of independently audited figures to an agreed standard is critical and must be maintained. I believe ABC have protected this principal and found an agreed middle path'.

Web site: www.abc.org.uk .