Next FAS-FAX to Carry Web Numbers

By: Jennifer Saba Finally, the industry is getting religion. Soon, not only will it push total audience, but also report it right alongside paid-circulation data.

The Audit Bureau of Circulations put the final stamp on the total audience initiative during its July board meeting. The September FAS-FAX will include print and online readership stats next to the daily and Sunday circ numbers. ABC will audit data provided by Scarborough and Nielsen// NetRatings (owned by E&P parent the Nielsen Co.), but will allow those papers not covered by that research to submit data gathered by other measurement firms.

ABC expects about 140 papers in the top 81 designated market areas (DMAs) measured by Scarborough to participate this fall. It will also include net combined unduplicated audience, as well as total unique users. Says ABC board member Mary Jacobus, President/COO of the New York Times Regional Media Group, "I think this will be a huge boost for newspapers' ability to sell the reach we all know we have."


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