The Audit Bureau of Circulations is set to include the digital editions of Australian newspapers and magazines when they release their next set of audit figures in May.
The new data will include figures on print only sales, digital only sales and packaged print and digital subscription sales, however, will not include the traffic on websites that is not behind a paywall, according to Mumbrella.
The new metrics recognise the emergence of digital publishing and in particular the changing nature of how masthead-branded content, in the form of text and images, is consumed across print and digital platforms,” ABC chief executive Paul Dovas told Mumbrella.
With the introduction of these rules, ABC members have recognised the evolution of print media and the growing sales of digital formats. With this more granular sales data, advertising agencies and clients will be able to make better informed buying decisions,” says OMD Sydney head of print and MFA representative on the ABC sub-committee Simon Davies.