Media groups will be able to show the combined audience figures of their print and web products, with the launch of the Group Product Report by the Audit Bureau of Circulations.
The new tool will allow publishers to publicise their audited ABC figures across brands and various platforms on the same report for the first time.
Publishers will be able to opt to produce a Group Product Report alongside their usual ABC certificates, which will be updated every time new data becomes available.
It will mean that while many newspapers see a decline in their latest ABC figures – due out later today – in future they will be able to better demonstrate the total reach of their brand.
ABC chief executive Chris Boyd said: “The introduction of the Group Product Report will provide media owners with an important trading tool.
“A single resource for a media group to report all relevant figures will aid selling, and help media owners to prove their audiences across various platforms and channels.”
Guardian Media Group has already said that it will be using Group Product Reports.
Tim Brooks, managing director of Guardian News and Media Limited, said: “Increasing numbers of clients are using our brands across both traditional and digital platforms.”
ABC already provides audit services to verify the circulation figures of newspapers and magazines, attendance at exhibitions and performance data across a large range of digital media through its digital arm ABC ELECTRONIC.
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