ABCi will audit aspects of Digital Publishing Suite application development and the integrated analytics captured through the Adobe Content Viewer through Adobe SiteCatalyst. In parallel to the platform audit, ABCi will conduct test audits of several publishers that currently use Digital Publishing Suite, verifying the ways the system measures and reports such items as the number of readers and sessions per issue, the number of articles read, and the average time spent with an issue.
At its last meeting in March, the ABC board of directors outlined new requirements for magazine publishers to report these types of measurements in ABC audit reports. If given final approval by the board at its next meeting, magazines will begin providing this additional information to advertisers in July of 2013. ABCi’s audit of Digital Publishing Suite, expected to be completed later this year, will enable a more streamlined digital audit process for publishers, with more frequent release of key data of interest to advertisers.
ABCi is seeing growing demand to include independently verified tablet application metrics in its newest audit service, the Consolidated Media Report (CMR). Newspapers have released nearly 80 such reports thus far, and publications like Popular Science, Fine Cooking, and The Economist are among those that have released magazine CMRs in recent months.
“We’re pleased to be working with Adobe on this initiative,” said Neal Lulofs, executive vice president and general manager of ABC Interactive. “Many of our publisher members use Digital Publishing Suite to create and publish tablet editions of their publications, while advertisers increasingly ask to have key tablet usage metrics included in ABC’s audit reports.”
Last November ABCi announced that it was also verifying Adobe’s AudienceResearch platform, the company’s digital audience measurement tool that captures and filters key online usage metrics via Adobe SiteCatalyst, the company’s flagship analytics application.
“Adobe and ABC’s joint initiative strengthens the overall digital publishing industry, bringing a wealth of key data and measurements to publishers and advertisers,” said Jim Guerard, vice president and general manager, Creative and Media Solutions at Adobe. “These insights will impact ABC members as they leverage Adobe’s digital publishing innovations to create, distribute and monetize their content on tablets and smartphones, resulting in more dynamic and optimized reading experiences for their customers.”
ABC and Adobe are also working with the MPA (the Association of Magazine Media) and its tablet metrics task force to help establish a common set of standards and definitions that will aid advertisers in analyzing and comparing readership of magazines’ tablet versions. The initial recommended metrics from the MPA include:
· Total consumer paid digital issues -- consumer paid subscriptions and single paid issues
· Total number of tablet readers per issue -- issues opened by individual devices
· Total number of sessions per issue -- aggregate number of times an issue was accessed
· Total amount of time spent per reader per issue -- time spent (on average) with an issue across the total audience
· Average number of sessions per reader per issue -- the average number of times each reader accessed the issue
ABC is a forum of North America's leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and website usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of websites and digital ad-based technology. To learn more, visit www.accessabc.com.