US: Magazine circulation numbers available faster

Posted by Diana Epstein on March 17, 2006 at 10:59 AM

Speeding up circulation reporting was believed to cause inaccuracies and hurt credibility but the recent push from ad companies and media buyers has created a new way to calculate circulation faster. Developed by the Audit Bureau of Circulations, the new ABC Rapid Report will allow consumer titles to report circulation within weeks of an issues on-sale date.

“It is essential, I believe, that our industry moves to a more timely system of readership measurement -- a system that shows the connection between distribution and readership more effectively,” said Jack Kliger, president-CEO at Hachette Filipacchi Media U.S. and chairman of the Magazine Publishers of America.

In the wake of recent newspaper circulation scandals, it wouldn’t be surprising if newspapers adopted a similar system.

Source:Ad Age

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