By: Jennifer Saba The Daily News in New York announced yesterday that it plans to submit circulation figures to the Audit Bureau of Circulations every quarter rather than every six months.
"We have been thinking about this for some time about ways to better serve our advertisers," said Eileen Murphy, spokeswoman for the News.
The decision comes partly in response to the circulation problems that have hit the industry; the News says it wants to be "open" and "transparent" with its figures. Murphy said that the decision resulted from conversations the paper had with advertisers, though it wasn't a request.
Industry analyst John Morton said the move was not standard. "I suppose they want to be holier than thou to give reassurance to advertisers. I don't know whether it's necessary. It's a lot of work," he said, adding that the News might be better served making sure it gets its numbers right every six months. He did say that it could be construed as a good public-relations tactic.
ABC spokeswoman Martha Dittmar confirmed that the News made the decision voluntarily and that the organization publishes interim statements between regular FAS-FAX reports, which come out every six months. Fewer than a dozen papers currently use interim statements.
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