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Media Intelligence : MT Resource Guide 2012
W hat exactly is Average Total Paid Masthead Sales? And how does that impact on publishers, media buyers and advertisers? Read on to find out exactly how the ABC’s new Digital Sales Rules affect you. So it’s the Audit Bureau of Circulations’ 2010 AGM. Plans for a sub-committee to review the ABC’s print rules are put in place and before long this has been extended to include a review to explore expanding the reporting of digital sales and discussing aggregation. Fast forward to May 2012 and the ABC reveals the first reporting under its new ABC Digital Rules. The launch rather fittingly coincides with the 80th anniversary of the ABC. Amongst those that have reported for the March 2012 audit period are The Examiner, Sydney Morning Herald, The Age, Saturday Age, Sunday Age, Sunday Life and Good Weekend, and The Week (see box below). The new rules are somewhat of a watershed moment for the ABC. Until now, people were getting a fragmented, as opposed to a total masthead, view of masthead sales. In simple terms the new reporting provides media buyers with insights into the sales of digital versions of print publications and standalone digital publications, including separate reporting for replica digital versions, enhanced digital versions (tablets) and subscribers to paid website versions (see box page 69). This new detailed sales reporting for a masthead reveals the de-duplicated sales by channel and the total number of sales for a masthead. ABC chairman Dr Stephen Hollings steered the Digital Sub-Committee through the months of meetings and was pivotal in bringing the world-first rules to Australia. He says: “ The new rules have redefined media reporting in Australia, providing the media industry with a de-duplicated figure of total masthead For the first time in Australia, publishers are now able to combine print and digital sales and report an holistic masthead sales position through an Average Total Paid Masthead Sales metric. 58 MediaTitles ABC Digital Sales Repor ting Watershed Moment The Week was amongst the first titles to report under the Digital Sales Rules. Dan Raison, partnership development director at The Week talks about their decision to report. “The Week magazine launched in Australia in late 2008. The magazine is currently supported with a digital replica edition (available via Magshop First to report ABC chairman Dr Stephen Hollings presents the new ABC Digital Rules. for ABC p58-59,61 abaFea_Sales.indd 58 12/6/12 4:24:38 PM
Media Trends+Strategy 2012
MT Resource Guide 2013