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The Audit Bureau of Circulations has launched its Rapid Report for consumer magazine circulation-reporting. The creation of ABC Rapid Report was a collaboration of ABC-member publishers, advertisers and advertising agencies working together to address an important strategic need for more frequently reported circulation data. ABC Rapid Report allows publishers to voluntarily report their top-line circulation data on an issue-by-issue basis within weeks of the on-sale or non-paid distribution date.
In a recent survey of ABC consumer magazine titles, about 15 percent of the respondents said they expect to participate in ABC Rapid Report, while half aren’t yet sure. Approximately half of those intending to participate in Rapid Report claim circulation greater than 750,000.
American Media Inc. and Meredith Publishing Group have pledged that all of their ABC-audited titles will voluntarily participate in Rapid Report.
“The reason AMI is participating in ABC’s Rapid Report is simple: It’s the right thing to do,” said David W. Leckey, executive vice president of consumer marketing at American Media Inc. “The demands of today’s magazine publishing market require more immediate information, more transparency, and more accountability. As publishers, we ask advertisers to trust our claims; this pays back on that trust. If the industry gets behind Rapid Report, this can be an extremely significant step forward.”
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