With a joint mission to provide credible, transparent media data, the new ABC-CAC relationship will result in a comprehensive new central repository of audited newspaper data, additional service opportunities for CAC members and anticipated cost savings.
CAC will retain its independent brand through a separate board of directors, bylaws, audit statements and staff.
“Media buyers have been supportive of this initiative from the start. We always want more comprehensive newspaper data, and CAC joining with ABC will help accomplish just that,” said Marsha Lawrence, director of media investment at Novus Media and a CAC director. “The CAC board is now asking our members to consider the benefits for their organizations and how working with ABC will strengthen CAC and help move our industry forward.”
“The publishers on the CAC board are also strongly supporting this effort,” added Mike Gugliotto, president and CEO of Pioneer Newspapers Inc. and a CAC director. “This initiative offers newspapers more services and more visibility in a new database. And with a separate board and staff, CAC member interests will continue to be top of mind.”
Advertisers and ad agencies can anticipate a new comprehensive database that will offer unprecedented insight into print and digital circulation for nearly 2,000 daily and weekly U.S. newspapers, which will be available to more than 1,000 newspaper advertisers and media buying agencies that are members of one or both organizations. CAC newspapers will also be included in ABC’s semiannual FAS-FAX report.
ABC and CAC plan to establish a set of industry-wide qualification guidelines and labeling standards that will ultimately provide advertisers a more cohesive data set to efficiently evaluate multimedia newspaper brands. CAC members will have access to ABC’s services that extend accountability to other areas of newspapers’ diverse brands, including inserts, readership studies, websites, mobile and tablet apps and social media networks.
“CAC and ABC joining forces is a win for the newspaper industry. GateHouse Media works with both organizations, and this initiative will bring more than 100 of our titles into a central database for greater visibility to our advertisers,” said Kirk Davis, president and COO of GateHouse Media and an ABC board director. “It’s definitely the right time for ABC and CAC to come together in this fashion.”
ABC and CAC also anticipate reducing operational redundancies, streamlining service offerings, and aligning key audit rules to create a more efficient auditing organization with mutual cost savings.
With unanimous support from each organization’s board of directors, CAC members will now be asked to approve the acquisition agreement and an amended certificate of incorporation. If approved, CAC will begin operating as a subsidiary of ABC later this fall. More details about the initiative are available on a new ABC/CAC website.
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.
CertifiedAudit of Circulations Inc. (CAC) was established in 1956 to provide an objective verification of circulation claims for the benefit of media accountability and transparency of advertising investments. CAC’s not-for-profit forum provides a premier platform, which mandates no vested interest in the outcome of the audit findings. The company is governed by a board of directors representing national advertisers, advertising agencies and publishers. CAC is a premier, IFABC accredited, national auditor of paid and free print media. CAC is the nation’s largest provider of market research and delivery verifications for the Yellow Pages industry.