A regional publisher is to include figures for print, digital, web and social media in future reports on audience data.
Archant has announced the change ahead of the next round of ABC reports, due next month.
Concurrently, the publisher’s 17 London titles will also rejoin ABC and publish figures from all four categories.
ABC has described the announcement as a “smart move” by the publisher.
Darron McLoughlin, Archant East audience director, said: “We are delighted that the number of people viewing our content continues to grow year-on-year providing an increasing audience for our advertisers.
“Working with ABC and their multi-platform report ensures we can guarantee these numbers across the online, digital and social worlds with absolute clarity to our local and national clients.”
Jerry Wright, chief executive of ABC, said: “With advertising expenditure growing at the fastest rate for nearly 4 years this is a smart move by Archant.
“They will be providing multi-platform reporting on their key newspapers brands across print and digital channels and this will be welcomed by agencies who are always keen to provide their clients with maximum transparency through the most recent industry standard figures available.”
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Hmm, the figures will get fudged as i expect the ratings will be higher but not a true reflection of profit margins…
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On the face of it that’s an improvement on the way they use to, ahem, estimate their circulation figures.
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So, not an attempt to cover up abysmal copy sale figures by bundling them in with web and social media stats then and telling their reps to push package sales NOT print only figures?
But yes Biter, it’s cettainly a step up from their previous Fantasy Island style of reporting ‘sales’ figures to ABC however any media agency or savvy business person will soon see through this lame smoke screen which if anything will only emphasise just how bad print sales must be to have to resort to bundling to get business.
Another shot in the foot for this regional group
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