Nuts & Bolts
Newspaper Division
Newspapers…Redefined
Paper
© 2012 Audit Bureau of Circulations
Multi-platform
Content Delivery
Topics
• Consolidated Media Reports
o Current and future
o Magazine and Business Pub approach
• Verified Home Delivery
o Preparation and Audit Process
• Going Digital
o Products, Strategies and Audit Process
• CAC Acquisition
• ABC Brand Refresh
© 2012 Audit Bureau of Circulations
CMR
• Launched in 2006
• Industry began shifting to total
brand identity and metrics
• CMR is stand-alone report that
allows you to show total media
footprint
© 2012 Audit Bureau of Circulations
CMR
Lower cost, simpler reports:
• Aggregate data for multiple members
o Multiple paid
o Paid and TMC
o Newspapers and Periodicals
• Add other print media
o
o
o
o
o
© 2012 Audit Bureau of Circulations
Magazines
Auto Guides
Foreign language publications
Nonpaid publications
Community newspapers
© 2012 Audit Bureau of Circulations
© 2012 Audit Bureau of Circulations
CMR
More Complex types available:
• Multi-channel
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© 2012 Audit Bureau of Circulations
Multiple and varied print media
Digital (websites, apps)
Social Media (Twitter, Pinterest, Facebook)
Trade Shows
Text Alerts
Newsletters
Email campaigns
Broadcast metrics
Etc.
© 2012 Audit Bureau of Circulations
© 2012 Audit Bureau of Circulations
© 2012 Audit Bureau of Circulations
CMR
• Limitations
o No rankings
o No comparisons to other publications
o Nothing promotional
~ “best”, “leading”, “premier”, “#1”, etc.
o Digital must be real-time
o All data must be auditable
© 2012 Audit Bureau of Circulations
CMR
• Why Release a CMR?
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o
o
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Cross-selling
Show audience retention/shift
Show overall growth/reach
Labeling freedom
Enhanced visual appeal (charts, graphs,
maps, logos, product photos, etc.)
o Custom format (length, detail,
components, time period)
© 2012 Audit Bureau of Circulations
CMR
1. Contact ABC
Process
• ABC Marketing Dept
• Initial Consultation
(Goals, components, time frame, design, etc)
• Identify Key Stakeholders at Newspaper
2. Pre-Audit Review
• ABC Marketing Dept (Consults with audit)
• Feasibility of CMR plan and metrics desired
• Discuss records available for each component
© 2012 Audit Bureau of Circulations
CMR
3. Cost Estimate
Process
• ABC Marketing Dept
• Based on components, metrics and design
• Invoice issued
4. Draft
• Pub submits claims and creative design
• Mutual approval necessary (Newspaper and ABC)
© 2012 Audit Bureau of Circulations
CMR
5. Audit Work
Process
• ABC Audit Group & Digital Group, if applicable
• Coordinate and complete audit procedures
6. Proof
• Results provided to newspaper
• Proof generated and provided to newspaper
7. Approval & Release
• Approval by newspaper
• ABC releases into marketplace
© 2012 Audit Bureau of Circulations
CMR
2.0
• CMR task force
o Created in July 2011
o Newspaper publishers and buyers
• Purpose
o Future of the CMR
o Database integration
o More timely reporting
© 2012 Audit Bureau of Circulations
CMR
2.0
• Future of the CMR
o CMR to replace traditional P/S
o Sunset date for P/S not yet determined
• Items to consider
o Data elements
o Mandatory metrics vs. optional
~ Comparability, yet flexibility
o FAS-FAX impact
o CNA member impact
o Transitional period
© 2012 Audit Bureau of Circulations
CMR
2.0
• Database Integration
o Retain some level of comparability
• Items to consider
o What components should be mandatory?
o Which metrics within each component
should be mandatory?
o Matrix to be developed
© 2012 Audit Bureau of Circulations
CMR
2.0
• Timely Reporting of Data
o Quarterly Par. 3 data (ZIP and County)
o Via online tool
• Beta-testing currently in progress
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© 2012 Audit Bureau of Circulations
Six newspapers
Input data using tool
Evaluate design, ease of use
Gather feedback
Develop business rules
CMR
2.0
• Business Rule Considerations
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Who required to file quarterly?
Deadlines?
Consequences?
Can data be modified?
Will history of edits and data be visible?
Disclosures?
Implementation date?
Other data to be filed?
~ Top-line print circulation data
~ Digital data
© 2012 Audit Bureau of Circulations
Consumer
Magazines
• Timely Reporting
o Rapid Report tool
o Established 2006
• Highlights
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© 2012 Audit Bureau of Circulations
Prompted by advertisers
Shows top-line summary data
Available to advertisers in .pdf or Excel
139 titles voluntarily participate (23%)
Represents 38 publishers
Consumer
Magazines
© 2012 Audit Bureau of Circulations
• Business Rules for Rapid Report
o File each issue
o Initial deadline is end of following month
o Modifications permitted until P/S filing
deadline
o History retained
o Must reconcile to P/S
ABC Publication
Special
Issue
© 2012 Audit Bureau of Circulations
Consumer
Magazines
© 2012 Audit Bureau of Circulations
• Future of Rapid Report
o May become mandatory for larger titles
o Remain optional for all others
o Timeline not yet established
Consumer
Magazines
• CMR
o Launched June 2011
o 9 total titles released so far
~ 5 already have multiple CMRs
• Highlights
o Stand-alone report like newspapers
o Circulation, digital, e-newsletters, social
media and event data
o One showed global data
© 2012 Audit Bureau of Circulations
Business
Pubs
• CMR
o Launched December 2008
• Highlights
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Optional
If used, replaces Publisher’s Statement
P/S data shown first
No customizing in traditional data
Additive and customizable data follows
(web, newsletters, trade shows, social
media, etc.)
o Must identify if attempt was made to
unduplicate data
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
• Requested
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Residential delivery
Opt-in to initiate delivery
Opt-out on every issue
Additional annual opt-out effort
12-week minimum
• Targeted
o Residential delivery
o Opt-out if service exceeds
one day
o 120-day advance notice on
ABC website
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
© 2012 Audit Bureau of Circulations
• Audit Process
1.
2.
3.
4.
5.
6.
7.
8.
9.
Quantify
Obtain recipient file
Sample selection
Initial recipient contact
Field testing
Contact publication
Rebuttal process
Final results tallied
Additional audit efforts
Verified
Home
Delivery
1. Quantify
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Determine average volume for all editions
Develop audit plan
2. Obtain recipient file
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Address-specific
Phone numbers, if available
Delivery days and windows
Copy of all editions
3. Sample selection
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© 2012 Audit Bureau of Circulations
Selected by auditor
Not shared until testing complete
Verified
Home
Delivery
4. Initial recipient contact
o Letter & phone campaigns
o Confirm
~ Receipt (targeted)
~ Order (requested)
o Response rates vary, but typically low
5. Field testing
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o
© 2012 Audit Bureau of Circulations
Set of auditors sent into market
Visual observation to confirm delivery
Subscriber contact if necessary
Summarize results
Verified
Home
Delivery
6. Contact publication
o Any delivery issues over last 3-6 months?
o Factor into audit results
o Present net results to publication
7. Rebuttal process
o “No goods” (NGs)
~ Recipients who didn’t respond
~ No observation of delivery
~ Delivery issues didn’t account for lack of
response or lack of delivery
o Publication given chance to refute NGs
~ Affidavits, phone calls, etc.
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
8. Final results tallied
o % of sample that are NGs applied to total
Verified, HD circulation
o Up to 15% error allowed without
deduction
~ For total Verified, HD
~ That’s Requested and Targeted together
9. Additional audit efforts
o Confirm other qualification requirements
~ Opt-in for requested
~ Opt-out efforts for both
~ Website postings for targeted
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
• Helpful Hints
o Understand audit requirements
o Reasonable response time to auditors
o Shorter delivery windows
~ Reduces risk of errors
~ Less cost
o Maintain address-specific route lists
~ Complete and updated for move-outs, vacant
homes, etc.
~ Conduct internal review of files
~ Don’t let them get too far out-of-date
o Retain phone numbers, when possible
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
• More Helpful Hints
o Know & track delivery problems for each
issue
o Post your targeted programs online
~ Check and update regularly
o Self-audit
~ Don’t go into audit blindly
~ Execute efforts, randomly, to confirm
delivery is occurring
~ Don’t inform distributors and carriers of your
self-audit timing
~ Create culture of adherence to delivery
schedules and policies
© 2012 Audit Bureau of Circulations
Verified
Home
Delivery
© 2012 Audit Bureau of Circulations
• Last One…
o Consult your audit manager if you
are just developing a verified
program or you plan a significant
change in volume
Going
Digital
• What are Your Digital Products?
o Restricted-access web site
~ Registration and log-in required
o E-reader
~ Kindle, Nook, etc.
o Tablet app
~ iPad, Samsung, Kindle Fire, etc.
o Mobile app
~ iPhone, Android, etc.
o Other?
© 2012 Audit Bureau of Circulations
Going
Digital
• Potential as a Digital Edition
o Product must be news-focused
~ Content must have correlation to your print
product
~ May be replica or nonreplica of print
o May have different name
~ If name is substantially different, then
product must reflect it is a brand related to
the ABC member
© 2012 Audit Bureau of Circulations
Going
Digital
© 2012 Audit Bureau of Circulations
• Determine strategies
o How do you sell digital?
o What metrics do you want?
o What is best ABC approach for you?
Going
Digital
• Qualification
o Paid
~ Proof of incremental pricing
~ Access every 30 days
o Verified
~ Proof of access every 30 days
© 2012 Audit Bureau of Circulations
Going
Digital
© 2012 Audit Bureau of Circulations
• Audit Process
1.
2.
3.
4.
ABC book for digital circulation
Identify all digital products claimed
Incremental Pricing
Confirm access, when applicable
Going
Digital
1. ABC Book for Digital Circulation
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Foundation for audit
Most overlooked by publications
Often a manually compiled spreadsheet
Reflect same categories as P/S
2. Identify all Digital Products Claimed
o Provide access to all products
o Auditor reviews all products
o Confirms eligibility as digital editions
© 2012 Audit Bureau of Circulations
Going
Digital
3. Incremental Pricing
o Include digital subscribers in master
listing provided for “Nth”
o Tested as part of subscriber file
o Auditor ties digital to the print account
o Auditor confirms order and payment
o Publication provides list of all
promotional codes used in audit period.
~ What each means
~ Hard copy offer associated with it
~ Critical to audit
© 2012 Audit Bureau of Circulations
Going
Digital
4. Confirmation of Access
o Know your provider
~ What is tracked, output reports, detail support
o Consult with audit manager in advance if
you have concerns or questions
o Testing
~ Publication walks auditor through process of
quantifying for Publisher’s Statement and
details to support that data
~ Explain any adjustments made (i.e. de-duping)
~ Auditor selects a month
~ Auditor reviews log files (retain for audit)
© 2012 Audit Bureau of Circulations
•
CAC
Acquisition
Transaction
o Approved Nov. 2 via CAC member vote
~ 88% in favor
~ CAC becomes a subsidiary
~ Cashless transaction
• Initiative led by media buyers
o Integrate data into a single database
o Evolve to common set of qualification
guidelines and labeling standards
• Benefits to CAC members
o Visibility in ABC database
o Opportunity for ABC’s ancillary services
© 2012 Audit Bureau of Circulations
CAC
Acquisition
• CAC will operate independently
o Responsible for own revenue (member
charges) and expenses
o Retains its own board of directors
o Retains CAC name and logo
• Back office operations consolidated
o Accounting, report processing, etc.
© 2012 Audit Bureau of Circulations
CAC
Acquisition
© 2012 Audit Bureau of Circulations
• CAC members retain relationship
directly with CAC.
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Contacts
Filing Publisher’s Statements
Audit rules
Auditors and audit process
Reporting formats
Audit costs
The Conference
Now
• Opening Reception
o 5:00 – 6:30 pm
Majestic Ballroom – 5th floor
Tomorrow
• Breakfast
o 7:30 – 8:30 am
Gershwin Ballroom – 4th floor
• General Session
o 8:30 – Noon
Majestic Ballroom – 5th floor
• Luncheon
o 1:00 – 3:00 pm
Majestic Ballroom – 5th floor
• Divisional Meeting
o 3:00 – 4:30 pm
© 2012 Audit Bureau of Circulations
Pearl Room – 9th floor