ABC Rolls Out PrePrint Forecast Tool

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By: E&P Staff

The Audit Bureau of Circulations launched a new online tool to help advertisers forecast insert advertising. The Preprint Project Center (PPC) will provide “confidential distribution” information from participating newspapers. Publishers are encouraged to input circulation data 90 in advance of distribution.

Merle Davidson, market media director, strategic marketing/media services at J.C. Penney Co. said in a statement the PPC was a “no-brainer.”

“It supports the industry’s desire of finding improved ways to do business together and makes planning and buying print media easier and faster for all of us,” Davidson added. “I urge all newspapers to participate in the Preprint Project Center and recommend that all advertisers use it regularly.”

The data provided by newspapers is private; only ABC advertiser members will have access, not other publishers.

“Having been a participant in the development and testing of this new tool, I can say with confidence that newspapers will embrace its ease of use and the ability to provide timely circulation forecasts to advertisers in a password-protected environment,” John Walsh, senior vice president, circulation at The Dallas Morning News, said in a statement.

The center is free and ABC notes the data is unaudited.

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