Important ABC changes

Responding to the needs of the industry, ABC has introduced three new initiatives to introduce more flexible circulation reporting and cost savings for the Regional Publications market.

Until now ABC has had a one size fits all' approach to reporting requirements, with all Regional Publications reporting on a six monthly basis. Now, for the first time, publishers are able to choose the reporting frequency that suits their individual brands and the requirements of their advertisers.

In addition, as part of the move to principle based rules, ABC has changed the definition of the letterbox category, which now measures distribution on a regular and consistent basis to round level intended for onward distribution to known addressees.

This means mandatory checking of the distribution down the garden path' or back checking, is now no longer a requirement of the ABC rules. ABC will still be auditing the management controls that a publisher takes to ensure distribution to the final destination, but the change in the rules will allow you the opportunity to run this aspect of your business in a fashion that suits your individual requirements, rather than your management controls being mandated by ABC rules.

We believe these new options will help you to continue to deliver high quality ABC circulation figures that are essential to maintain confidence that the regional press is an important advertising medium. We also hope that these new options will encourage any publishers not delivering the ABC stamp of trust' to reconsider the value that ABC can add to their businesses.

So in summary, the key changes for Regional Publications are:

1. Monthly reporting

For publishers who wish to report monthly, we have introduced the option of supporting monthly ABC figures with a quarterly audit. Therefore a lower investment is needed to deliver monthly figures, allowing brands to compete effectively for advertising with more timely figures much valued by media buyers.

2. Annual reporting

For other brands, especially for smaller regional titles, it may be more appropriate for the publisher's business model to report less frequently; so we have introduced the option to report (and audit) ABC figures on an annual basis. This option is combined with a flat £500 subscription fee to ABC.

3. Removal of back checking requirement

ABC has removed the requirement to carry out back checking. As part of the audit, ABC will verify that management controls are in place to ensure that letterbox distribution is monitored. All other aspects of the audit trail remain in place to ensure ABC data continues to be robust and trusted by the industry.

Jan Pitt, Group Executive Director Client Services, ABC, comments:

ABC is committed to providing a service that is relevant and affordable for all its members. These changes will make a big difference to the Regional Publications sector, allowing them to continue to provide reliable and trusted circulation data.

Fiona Hodges, Head of Regional Activation, MEC, comments:

I support the package of changes that ABC has introduced for the regional sector which will provide regional publishers greater flexibility to report their figures, whilst continuing to deliver the ABC stamp of trust to buyers. As a key purchaser in the regional sector, I am keen to provide my clients with the most up to date ABC data. For all publications I expect to see an ABC certificate before placing advertising.

If you are a publisher and wish to have more information on how these changes could affect your title please contact Eric Mayers on 01442 200795 or eric.mayers@abc.org.uk

LINK:	http://www.abc.org.uk/-News-And-Views-/News/Important-ABC-changes-for-...
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