ABC Releases White Paper on Rapid Reporting
The timely report efforts come during a period when media issues are in constant flux and when advertisers and ad agencies desire up-to-the-minute information on changes in the marketplace. "As a forum for advertisers, advertising agencies to discuss issues relevant to the media buying and selling process, ABC was in the perfect position to create a tool that would provide advertisers and advertising agencies with this much needed information," writes Wachowicz.
Members interested in participating in the Rapid Report Program can do so only through the ABC Web site’s Statement Filing section. The submission process requires data regarding (where applicable): Subscriptions, paid and verified; single-copy sales; rate base; and analyzed non-paid circulation. Publishers can submit this data with in weeks of their distribution date and can continue to make changes to their figures as they receive updated sales and return figures, but changes cannot be made after the Publisher’s Statement covering those months is released. Any changes will be documented and can be accessed via the "History of Changes" feature.
"With ABC serving as an independent third-party administrator of the program, advertisers and advertising agencies know that the date will be credible," writes Wachowicz. "Increasing their reporting frequency will also allow publishers to be more competitive with other media platforms."