USA TODAY, which is owned by Gannett Co. , Inc., redesigned its suite of Web, tablet, mobile and print products in the fall of 2012. The CMR reflects the look of the new brand and describes data from each of these channels. Six-month averages from April through September 2012 include:
· Circulation of 1.7 million print and digital editions
· A combined website reach of 32.2 million unique visitors and 594 million page views
· 2 million unique tablet devices and 6.5 million unique smartphone devices
The report also includes customized features such as charts that detail mobile page views on tablets and smartphones, a list of advertising sales contacts and descriptions of USA TODAY’s audience.
“It was important for us to have a way to show our total reach including all of our various digital platforms. The CMR gives us that and we think our advertising partners will find this information very valuable,” said Larry Kramer, president and publisher of USA TODAY.
“Audited cross-media data is highly valuable,” said AAM President and Managing Director Mike Lavery. “The CMR helps media buyers look at brands as a whole and make decisions based on reliable data audited by AAM. With the release of its first CMR, we applaud USA TODAY for showing that it stands for accountability and transparency.”
USA TODAY joins the growing number of newspaper, magazine and business publications that report cross-media brand channels via the CMR. With more than 100 AAM members releasing CMRs, this brand-focused report is laying the groundwork for future AAM reporting.
A joint publisher/buyer AAM task force is developing recommendations for the next phase of the CMR. The group aims to create comparable formats, integrate the data into AAM’s database, and set standards for more frequent reporting.
“This type of transparency builds a lot of confidence and understanding in the various product offerings,” said Christopher Cope, founder/president and CEO of ACGMedia and chairman of the AAM Newspaper Buyers’ Advisory Committee. “CMR participation shows how a newspaper’s multimedia products present value to the market for advertisers. It’s an important tool that publishers should take advantage of.”
About the Alliance for Audited Media
The Alliance for Audited Media (AAM) is a nonprofit organization that connects North America's leading media companies, advertisers and ad agencies. Founded in 1914 as the Audit Bureau of Circulations, the AAM is the preeminent source of cross-media verification and information services, providing standards, audit services and data critical to the advertising industry. The organization independently verifies print and digital circulation, mobile apps, website analytics, social media, technology platforms and audience information for newspapers, magazines and digital media companies in the U.S. and Canada. In November 2012, the AAM joined forces with Certified Audit of Circulations. To learn more about the Alliance for Audited Media, visit the AAM website.