bpa worldwide new rules webinar - january 2014

BPA Rule ChangeWebinar

January 2014

Agenda for the Day• Direct Request Rule Changes

• Personal Identifier for Electronic Forms

• App Download Reporting Change

• Digital Magazine Metrics

• Newspaper Update (Canada)

• New Brand Report Format

• Old Items

Advisory Committee MeetingsThe genesis and path rule changes take:

• Advancements/changes in technology

• BPA Member makes request for review

• Members asking similar questions about a rule

• These are then presented to various committees as agenda items

• Ultimately, the BPA Board reviews them, with any comments and recommendations made by the committees, and rules on them

Direct Request Rule Changes

Direct Request: Telecommunication

• In May 2013, publishers were still having difficulty reaching primary subscribers

• Often they connected with:

– Boss, Co-worker, Assistant

• Previous rigid structure of telecom scripts were impeding “direct request” telecom efforts

Telecommunication Request

• The Board approved a rule change to allow supervisors to request for subordinates and redefine “assistant” requests

• The supervisor change was well received; the assistant change was still proving to be a challenge

What drove the original “assistant” change?

• Supervisors don’t provide administrative support for their staff

• Some telemarketing companies were found to be stretching company requested copies into direct request categories– Further compounded by B2B market segment

• Failure to confirm an administrative/ authorization question (= driving up costs)

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• Some telemarketing companies attempted to “help” define the role of an assistant to someone at a company who had taken the call

• It appeared that in some cases TSRs were trying to make co-workers qualify as assistants

– Do you open mail for…

– Do you take messages for…

– Do you provide any support for…

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The change from the “assistant” rules definition was meant to be simple:

• If person spoken to was not the actual assistant (in job title or job function), then the request would not be recorded as a direct request, it would be classified as a “company request”

• If there was no assistant, then the call would be either Company Request or could be terminated and tried again later

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• Faced with having to speak with actual assistants, teleservice companies started to see orders drop 10 – 40% and costs rise 20%

• The principle issue is that in most markets assistants are few and far between (by both job title or job function)

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What we’ve learned:

• We live in changing times

• In general, the “assistants” role is declining

• In many vertical B2B markets, there are no assistants

• People are working in teams

• Colleagues support each other, but do not necessarily provide “administrative support” to each other

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Proposal:

• Change qualitative aspect of a direct request; make it quantitative

• Rather than seeking job titles or attributes, define “direct” request by the numbers

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Proposal (continued):

• In a single phone call

• 1 to 1 = direct request

• 1 plus 1 other = both direct requests

• 1 to multiple = company request

• No change to paragraph 3b, age and source

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• BPA teleservices committee researched and provided historical campaign feedback

How many completed calls are:

– A. direct to the subscriber

– B. co-worker requesting for one co-worker

– C. co-worker requesting for multiple co-workers

• Teleservices companies found that 95-100% of their results are A and B

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• Based on this information, it was proposed:

• In a single phone call:

– One person requesting for one other co-worker both names are considered a direct request

– One person requesting for more than one other co-worker the other names are company requests

– No change to paragraph 3b, age and source

• There was unanimous approval by the Board

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Example 1:

• Subscriber: John Smith

• Caller reaches John. John may request for himself = direct request

• John may request for one other person. That individual is recorded as direct request

• If John requests for more than one other person, then all of the others are company requests (John himself remains a direct request)

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Example 2:

• Subscriber name: John Smith

• Caller reaches Sarah Stone

• Sarah may request for John and herself, both are direct requests

• Sarah requests for herself and also John Smith and Bill Blair too. Sarah is a direct request, John and Bill are both company requests.

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Other considerations:

• Spouse may request the publication on behalf of the qualified recipient = direct request

• The name and job title of the co-worker spoken to must be obtained. If not collected, these are considered communication other than request (1-2 515f and

1-3 515f)

• The rule changes also apply to written and electronic sources, business & consumer pubs

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Personal Identifier for

Electronic Forms

Background on issue:

• Publishers continue to express concern about using personal identifier questions

• Subscribers are reluctant when asked personal data that is unrelated to the task at hand

• Result: customer service issues and negative impact to response

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Personal Identifier for Electronic Forms

Considerations:

• Only subscriptions (obtained electronically) for print and digital publications require a personal identifier question (PIQ)

• Not required for other channels such as:– Email newsletters

– Webinar/event registrations

– Whitepaper downloads, etc.

• These other channels may be included on a Brand Report without requiring a PIQ

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• In May 2012, while conducting tests on pre-populated web forms, BPA tested subscriber recall and response accuracy for web subscribers

• Based on positive results of our tests, media owners are now allowed to pre-populate web forms

• Confident with our test results and BPA’s robust confirmation process, the Board approved the elimination of the personal identifier question for web and electronic qualification forms

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App Download Reporting Change

• App downloads are single actions

• Reported monthly

• Aggregated to a cumulative total, averaged for the 6-month period

• It was suggested the current format for reporting App downloads may be misleading

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• It could be confused that the aggregate average total for the period was the actual average number of downloads for a 6-month period

• Since App downloads is a cumulative figure covering multiple periods, better to report total downloads at the end of the period

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• The new App table design shows:

– beginning balance

– month-by-month download figure

– cumulative number of Apps downloaded

• The ending cumulative total will match the figure reported in the Executive Summary of the Brand Report

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• Revisions to the App table:

Digital Magazine Metrics

• BPA reporting digital editions since 2002

• Similar to print, it was limited to successful distribution and delivery

• Over the years, BPA revisited reporting metrics

• Always been an option to report engagement

• Until recently, not much interest in reporting any type of other engagement activity –market forces may be affecting this

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• In 2012, MPA issued five optional tablet metrics based on usage and activity

• Adobe DPS has incorporated the MPA metrics into their baseline reporting dashboard

• More digital vendors are likely to follow

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• The IFABC Digital Publications Standards Committee recently approved new optional engagement metrics, including:– Active Views

– Number of Sessions per issue

– Time Spent in Issue per Individual Device

– Number of Sessions in Issue per Individual Device

– Number of Pages Accessed

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• Active Views-– Single copy of a publication actively opened by a

device for viewing

– Minimum of one page of an issue opened/served onto a device

– Must be a distinct action made by the end user. Any push and automatic open must be followed by a second page being opened to count as “active”

– If reported, active views shall be reported on an issue-by-issue basis

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• Number of Sessions per Issue-

– Aggregate number of times an issue was accessed by all unique browsers (individual devices)

• Time Spent in Issue per Device-

– Time spent on average in the issue across all unique browsers

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• Number of Sessions in Issue per Device-

– Average number of times each unique browser accesses the issue being reported

• Number of Pages Accessed-

– Total unique pages accessed for each issue by unique browsers

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Newspaper Format and Rule Changes

• Transition started to new Brand Report format

• Optional for daily and community newspapers for Dec ‘13 and March ’14 reporting periods

• CCAB Newspaper Brand Reports have a new 12-month reporting period

• Also, no “aggregate total” of all channels will be allowed

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Newspaper Changes - Canada

• Community Newspapers:

– Format changes include some category changes as well as the order to include non-paid categories before paid circulation.

– Will incorporate the above changes in format for TRAC (Trend Report About Circulation)

• Tim Peel in Canada is planning meetings with newspaper members there to review these changes in more detail

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Newspaper Changes - Canada

New Brand Report Format

Brand Report Formats

• Effective with December 2013 reports, all members will be reporting in the Brand format (even single channel)

• There are no more “green” or “pink” magazine circulation statements

• These will facilitate additional media channels

• It’s still possible to add channels on the December 2013 reports & prepare for the June 2014 reporting period

Brand Report Formats

• Contact your Brand Development Managers or Regional Managers for further questions and guidance on adding more audience channels

• In the US, call:

– Sammy Garrett (203) 447-2858

– Eric Hedman (203) 447-5611

– John Brooks (203) 447-2811

Or email them at: [email protected]

Updates and Reminders of previous issues

Brand Rate Card

First issue – Audit Rates:

• In May 2013, BPA’s Board voted to maintain current rates, therefore no rate increase this year

Second issue – Rate Card:

• Working on solutions to create a streamlined, value-added pricing system

Brand Rate Card

Brand Rate Card

• No two brands/audits are the same, one rate card may not apply to all

• Customized billing may be the resolution based on the history and complexity of reporting

• Staff is continuing to evaluate the current rate card and model different solutions

Thank you!

bpa worldwide new rules webinar - january 2014

Marketing

source14direct request

other12direct request

numbers13direct request

later10direct request

support for9direct request

direct requests1

direct request1

original assistant change