The Audit Bureau of Circulations has issued the first set of b-to-b publisher’s statements to include multimedia.
Advanstar’s RN and Lebhar-Friedman’s Nation’s Restaurant News are the first members to adopt and release audience metrics under the new format, ABC said today.
The statements, approved at ABC’s July 2008 board meeting, allows publishers to present advertisers with a broader picture of their total audience footprint across all media channels, including Web site activity, e-newsletter distribution, trade show attendance and pass-along receivership data alongside total qualified circulation data. All of the data elements are presented as “Total Gross Contacts” on the report.
RN, a publication serving professional nurses, reported page impressions and unique users for RNWeb.com, net delivered e-mails for its RNeNews newsletter and pass-along receivership for the print RN alongside traditional circulation metrics. Nation’s Restaurant News included page impressions and unique users for NRN.com, and pass-along receivership and circulation data for the print Nation’s Restaurant News.
According to Mike Lavery, ABC’s president and managing director, the business publications are “leading the charge” for multiplatform reporting. “Their unique business model and ability to reach targeted audiences across multiple media channels is now showcased in the new multimedia reports,” he said.
Click here for a prototype of the Multimedia Publisher’s Statement for business publications.