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Audit Bureau Approves New Integrated Metric

The Audit Bureau of Circulations has approved a new metric that it hopes will give newspapers a better, more holistic view of their audiences.

The new Audience-FAX figures will incorporate data from Scarborough Research, Nielsen/NetRatings, comScore, and server-based analytic tools in order to give a picture of unduplicated print and online readership, writes MediaPost.

Advertisers have been demanding unduplicated figures for print and online readership, and newspapers have been struggling to provide that measurement.

The unduplicated metric will undoubtedly be smaller than that given when newspapers simply add internet and print readership. On the other hand, subscribers that read newspapers both in print and online are arguably more engaged than those who read only in one format.
A recent study from Scarborough, commissioned by the Newspaper National Network, showed that there is, indeed, a great deal of overlap between the print and online readership of newspapers. Eighty-one percent of respondents said they regularly consume both types of media.