ABC's entry in digital measurement a forward-facing move, say publishers

Publishers welcome the decision of The Audit Bureau of Circulations to initiate digital measurement for member publications, a move that is predicted to be useful for publishers as well as advertisers

e4m by Abid Hasan
Updated: Aug 21, 2015 7:51 AM
ABC's entry in digital measurement a forward-facing move, say publishers

The Audit Bureau of Circulations (ABC) has after considerable deliberations decided to initiate the project of digital measurement since digital media is one of the fastest growing media across the world.

ABC’s Council of Management is of the view that digital measurement would complement the print measurement in years to come, especially for member publications who have digital editions of their respective publications.

This move from the Audit Bureau of Circulations is an attempt to bring equilibrium in terms of measurement to all the print players. A large numbers of readers are shifting from print to digital.

Talking to exchange4media about the move , DD Purkayastha, CEO &MD, ABP Group said, “It is an excellent move. World is going digital.” 

Varghese Chandy, Senior General Manager, Malayala Manorama also feels that digital measurement will complement print readership. He said, “Readership will be an aggregation of print and digital for a particular title. Probably a rate card will also emerge to reach this aggregated readership.”

Not only publishers but brands are looking digital as a promising medium to allocate ad spends to, offering wider as well as niche readership.

Indranil Roy, President & Publisher, Outlook highlighted that America has already done one study around this. The Association of Magazine Media released The Magazine Media 360° Brand Audience, showing that magazine media brands continue to deliver meaningful growth across platforms and formats. In the aggregate, magazine media audiences were up 9.8% in the first half of 2015 versus the first half of 2014.

Roy said, “This is a very good initiative and this is a very new trend and finally readers will decide where he wants to read. As a content provider we have to ensure that our content is available on all platforms.”

Prabhat Khabar’s MD, K K Goenka, supported the move and said, “I think this is a welcome move. Importance of digital media is growing increasingly. Revenues are also growing fast on this platform. So, if ABC cam implement some effective measurement tool for digital also, it can be useful for member publications. It will help in revenue growth also. Advertisers can also be benefitted. I think this is a forward looking step by ABC.”

 ABC’s Digital Measurement services would encompass any digital property within or outside India, not necessarily restricted to publishers. This will also help the broadcasters who are into the digital domain.

Jwalant Swaroop, CEO, Sakal, highlighted, “ABC has only sought ‘data’ from publishers about their digital assets. It is a long way to go to have a measurement tool in place. Yes it shall be a good idea if ABC has a robust tool to measure which can aid monetisation of digital assets of print players.” 

ABC will formally make the announcement, and share its plans for digital measurement on September 9.

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