AAM: The Future is Now

May 21, 2013

Topics

• Digital Metrics

• Consolidated Media Reports

• Future of AAM Reporting

Digital MetricsCirculation Units and Beyond

Digital Metrics

• What is the scope of your digital presence?◦ Restricted access website (paywall)◦ E-readers◦ Tablet apps◦ Mobile apps◦ Social Media◦ Email Newsletters◦ Other?

Digital Metrics

• What are your selling strategies?◦ Which digital products do you sell to buyers?◦ What metrics are most advantageous for you?◦ How can AAM best partner with you?

Digital Metrics

Publisher’s Statements and Audit Reports

• Metric: ◦ Circulation Unit

Consolidated Media Report (CMR)

• Metrics:◦ Circulation Units◦ Followers◦ Likes◦ Unique Users◦ Visits◦ Page Impressions◦ Downloads◦ Deliveries◦ Time Spent◦ Etc.

Digital - Circulation Units

• Digital Editions as a circulation unit◦ Content must have correlation to print◦ May be replica or non-replica type product◦ Must retain same brand name as AAM member

• Solicitation determines qualification and classification◦ Paid (implied cost to consumer)

~ Proof of incremental pricing - OR -~ Confirmation of subscriber access

◦ Verified (presented or implied as free)~ Confirmation of subscriber access

Digital - Circulation Units

Digital - Circulation Units

Digital - Circulation Units

• Audit Process1. Review of summaries you used to quantify units for the

Publisher’s Statement (your worksheets or spreadsheets)2. Reconcile documentation you used to develop these

worksheets to internal or vendor reports.3. Obtain list of all digital subscribers and test sample of

subscribers for either:~ Proof of incremental payment (list of promotional codes is very

helpful) – OR -~ Confirmation of access if sold as bundle or claimed as verified

circulation (potential review of log files)

Digital - Circulation Units

• Helpful Tips1. Know your digital edition providers

~ What is tracked, output reports available, detail available

2. Retain all supporting documentation~ All worksheets, output reports, etc.

3. Be able to explain any adjustments~ Un-duplicating, etc.

4. Consult with audit manager in advance if you have concerns.

Digital Metrics

Publisher’s Statements and Audit Reports

• Metric: ◦ Circulation Unit

Consolidated Media Report (CMR)

• Metrics:◦ Circulation Units◦ Followers◦ Likes◦ Unique Users◦ Visits◦ Page Impressions◦ Downloads◦ Deliveries◦ Time Spent◦ Etc.

Consolidated Media Report

Multi-channel footprint of your brand

CMR

• Industry shift to total brand identity and metrics

• CMR is stand-alone report that allows you to show total media, multi-channel, footprint

CMR

Range from lower cost, simpler reports:• Aggregate data for multiple members◦ Multiple paid◦ Paid and TMC◦ Newspapers and Periodicals

• Add other print media◦ Magazines◦ Auto Guides◦ Foreign language publications◦ Nonpaid publications◦ Community newspapers

CMR

More Complex types:• Multi-platform◦ Multiple and varied print media◦ Digital (websites, apps)◦ Social Media (Twitter, Pinterest, Facebook)◦ Trade Shows◦ Text Alerts◦ Newsletters◦ Email campaigns◦ Broadcast metrics◦ Etc.

© 2012 Audit Bureau of Circulations

© 2012 Audit Bureau of Circulations

© 2012 Audit Bureau of Circulations

© 2012 Audit Bureau of Circulations

© 2012 Audit Bureau of Circulations

CMR

• Limitations◦ No rankings◦ No comparisons to other publications◦ Digital must be real-time◦ All data must be auditable◦ Nothing promotional

~ “best”, “leading”, “premier”, “#1”, etc.

CMR

• Why Release a CMR?◦ Cross-selling◦ Show audience retention/shift◦ Show overall growth/reach◦ Labeling freedom◦ Enhanced visual appeal (charts, graphs, maps,

logos, product photos, etc.)◦ Custom format (length, detail, components, time

period)

Future of AAM ReportingSelling Your Brand

Future of AAM Reporting

• Best document for future

◦ Consolidated Media Report (CMR)~ To replace Publisher’s Statements~ More flexible~ Focus on total brand for newspaper~ Transition date not yet determined

◦ Under consideration~ Data elements and metrics: required vs. optional~ How to retain comparability between member reports~ Snapshot impact (formerly FAS-FAX)~ CNA member impact

Future of AAM Reporting

• Timely reporting of essential data

◦ Par. 3 ZIP Code data~ Online tool being developed~ Input by publishers more often than Pub Statements

◦ Under considerations~ Evaluate design, ease of use~ Develop business rules

Future of AAM Reporting

• Timely reporting of essential data (cont.)◦ Business rule considerations

~ Who required to file?~ How often?~ Deadlines?~ Consequences if deadline not met?~ Can data be modified?~ History of edits to be visible?~ Disclosures?~ Other data to be filed? (top-line info?)

Future of AAM Reporting

• November 2012 Board meeting◦ >50,000 circulation

~ Optional to report 5-day average. ~ Day-of-week still required~ Accommodates those who don’t publish all five days.~ Effective with September 2013 Publisher’s Statements

Q & AThank you.