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BREAKING NEWS & VIEWS
Digital Magazines: Who Is Counting, Anyway? Until now the BPA counted toward the qualified circulation of a publication subscribers who specifically requested a digital-only version of the publication. But the BPA is now considering new auditing options and has opened the floor to debate at the blog of BPA CEO and president Glenn Hansen. Some members would like to see all distributed copies of electronic editions counted as qualified circulation, whether the subscriber requested the issue or not. After considering several alternatives to the rules, the BPA U.S. Audience Development Committee voted to reaffirm existing rules that “electronic editions must be requested to be counted as qualified circulation,” Hansen reports at the blog. “However, the committee also recommends allowing non-requested electronic editions as non-qualified circulation with reporting within the average non-qualified table.” The European Audience Development Committee voted to maintain the current rules without an additional recommendation. Hansen says that the final decision will come with the corporate board meeting on May 21. Applying metrics to digital magazines has always been a bone of contention, and even fear, among some publishers. Most of these editions are distributed to b2b subscribers in the form of an email with a hyperlink to the downloadable issue. Technically, publishers should know what the open rate and the download rate of any given issue is, and this is a measure of how many people actually read a circulated issue that the print world never enjoyed (or suffered). Determining exactly how to evaluate digital magazine metrics (and even what metrics to to share with advertisers) is new territory. Publishers and readers can engage Hansen and the open debate at the BPA Worldwide blog. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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As someone who helps make media buying decisions, I'm glad that digital editions are being audited. For those who don't know why, visit www.BuySafeMedia.com--backed by BPA, ABC, ANA, AAAA, ACA, CMA, ABM, BMA and the CMO Council, among others.
Posted by Ekaterina on Friday, April 17, 2009 @ 10:55 AM
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