Audit Bureau Adds Readership Data

By: Mark Fitzgerald

Verified readership research from 215 newspapers can now be analyzed online with the eReader Profile Analysis Tools launched last week by the Audit Bureau of Circulations (ABC). The product — featuring demographic, readers-per-copy, and other information — is a component of the eNewspaper Analysis Tools, which provide circulation data from about 1,200 U.S. daily and weekly newspapers.

ABC is positioning the subscription service as something that can increase advertiser buys. Terry Prill, a director of ABC and newspaper strategist for Target Corp., said her retail chain is increasingly using demographic data, such as on race and ethnicity, in determining run-of-press advertising buys: “Going forward, publishers who can’t deliver this sort of verified data quickly and consistently will miss out on key advertiser business.”

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