ABC Will Audit Newspaper Mobile Audience

By: E&P Staff

The Audit Bureau of Circulations’ interactive unit, ABCi, will audit newspapers’ mobile content in a partnership with Verve Wireless, ABC announced Thursday.

“With all the buzz around the iPad and with use of mobile browsers exploding, newspapers and their advertisers are increasingly interested in seeing mobile metrics detailed in ABC reports,” ABC President and Managing Director Michael Lavery said in a statement.

Newspapers that use the Verve publishing platform can provide independently verified mobile usage data generated from apps, e-readers, and browsers on mobile devices.

Verve clients will be able to include in ABC’s Consolidated Media Report (CMR) mobile audience by device type, day and day part, unique visits, page views and audience access points by app, mobile browser or e-reader.

Verve works with about 600 newspaper publishers in the U.S., Canada, and Europe.

“It’s clear that mobile represents the next generation of publishing,” said Verve CEO Art Howe said in a statement. “In order for advertisers to have confidence in the medium, there has to be accountability and verifiable usage statistics. ABC’s interactive audit services are ideally suited to audit user data across all mobile technology platforms, all devices and all networks.”

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