UK: ABC will not integrate online and print figures

Posted by Mica Swyers on July 24, 2007 at 1:46 PM

According to chief executive Chris Boyd, the British Audit Bureau of Circulations (ABC) will not report combined figures for print and online readership.

Recently, the US ABC announced plans to report integrated readership figures, but its British counterpart has no immediate plans to report such statistics on its audit certificates.

Adding integrated numbers would require estimates by the National Readership Survey, which is currently developing a system to accurately measure print and online readership. The British ABC tends to favor more traditional web metrics to measure readership and has thus far, avoided combining figures.

“We could move this if it proves to be a useful model,” predicted Boyd, “What advertisers really want are hard stats, and online you can get hard stats but buyers all have their own, different ways of justifying how they spent their clients’ money.”

Source: Media Guardian through IFRA Executive News Service

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