ABC rules out combined print/digital figures

Digital publications will not be included in total print circulation audits, says the UK industry auditor ABC, until advertisers are happy that digital adverts are as effective as print.

The UK's Association of Online Publishers (AOP) recently said that, although it is encouraged by the fact that ABC is taking digital publications seriously, its decision to include digital edition circulation figures on the audit certificate is unsatisfactory.

AOP, which represents many of the UK's biggest web publishers, wants digital publications to be combined with print circulation in the headline figure.

"Advertisers believe that digital publications provide a different reading experience to hard copy," said a spokesperson for ABC.

"They believe the adverts might not have the opportunity to be seen. Therefore, if combined with print, there could be confusion.

"ABC responds to the needs of the industry and, as there has been no agreement between media buyers and publishers, it will follow the route agreed so far."

ABC established a working group in December 2003 to discuss how the circulation of digital publications could be effectively recorded. This working group includes representatives from both advertising agencies and publishers - including the AOP.

The group recommended that digital publication figures should feature on audit certificates for print publications, but not combined with the overall print total. ABC implemented this recommendation later that month.

Audit figures are valuable tools for publishers as they provide a reliable circulation figure to attract advertisers. Publishers believe that because digital publications - such as PDF versions available to download online - are an exact duplicate of the print edition, they should be included in the total figure for print circulation, adding value to their advertising product.

In the US, ABC does combine print and digital editions for the headline circulation total. However, in most of the world publishing auditors give separate figures for digital and print editions on the same certificate - as in the UK.

In response to the conclusions of the working group, ABC is planning a research project to explore the impact and effectiveness of digital advertising.

Related stories:
http://www.journalism.co.uk/news/story813.shtml
http://www.journalism.co.uk/profiles/profile7.shtml

See also:
http://www.ukaop.org.uk
http://www.abc.org.uk

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