iPad apps will not count towards net circulation figures, says UK's ABC

Applications and editions produced by UK newspapers and magazines for Apple's forthcoming iPad will not count towards their net circulation figures, as regularly reported by the Audit Bureau of Circulations (ABC).

Last week the US ABC revised its definition of a digital edition to accommodate apps for the iPad, which is scheduled for general release in the UK and US next month, and confirmed that iPad editions would count towards a title's net circulation.

But in the UK iPad apps will be subject to the UK ABC's rules as digital editions, which are reported separately on ABC print certificates and not included in a title's average net circulation figure for that report.

"We have established rule sets for the reporting and auditing of digital editions. Digital editions delivered via iPads and other devices are subject to those rules. And provided they are compliant, digital editions can be claimed by newspapers and magazines," a spokesperson for the bureau told Journalism.co.uk.

Following last week's changes, a replica digital edition in the US must include a print edition's full editorial content and advertising, but no longer needs to be presented in a layout identical to the print version.

But in the UK, under the existing rules, a digital edition is defined as "as a replica of the print publication distributed electronically as a unit". In addition, any subscribers receiving a digital edition and print edition as part of a package will only be counted once.

The bureau's Reporting Standards Groups are currently reviewing the rules for auditing digital editions "to ensure they remain relevant and reflect current technology and practices", the ABC added.

In the UK plans by specialist magazine group Imagine, which is readying replica editions of its entire portfolio for the iPad, will meet the bureau's current requirements.

But plans announced by US titles for the iPad include producing different, iPad-specific editions of their magazines. Such proposals could challenge the ABC's standing if replicated by UK publishing groups.

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