Sister FAS-FAX Expected in Spring

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By: Jennifer Saba

The semi-annual FAS-FAX circ report is expected to have some company when it is released in May. The Audit Bureau of Circulations announced at its latest board meeting that it had authorized a FAS-FAX for Reader Profiles (reports that measure readership).

The new additional FAS-FAX, to be published in tandem with the 2006 circ FAS-FAX, will offer data on readers by gender and age segments, household income, reach percentages, readers per copy, and readers by acquisition. ABC says that 300 member newspapers are measured in Reader Profile reports. Some 73 of those papers are in the top 75 U.S. designated market areas.

The ABC board also unveiled a data set called Rapid Report for magazines. This new product allows magazine publishers to have more up-to-date circ information ? something for which advertisers have been clamoring for years. It’s an optional, unaudited online report that tracks a magazine’s circulation by issue, within weeks of its on-sale date. Rapid Report debuts in July.

Newspaper publishers take note: ABC says it’s considering offering Rapid Report to other member publications depending on its success, including newspapers.

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