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Digital editions matter now!

In an industry changing decision, the Audit Bureau of Circulations Singapore has chalked out a new set of reporting rules for newspapers and magazines when auditing their circulation numbers. From now on the digital editions of the newspapers and magazines will also be included during auditing and certifications. The new rules and guidelines will apply immediately in the next audit and certification.

This follows a year-long review by ABC in 2011 to examine the industry’s evolving needs for statistics in media reporting and verification. Today’s multitude of digital platforms complements the traditional print media. Explaining the change in the rules, Arthur Sung, chairman, ABC Singapore said, “Given the speed and magnitude of digitalization across the media scene right now, ABC feels strongly the need to put in place an auditing process to better account for the growing users within the digital editions of the numerous publications that are already established in the market. We are proud to have arrived with this new robust auditing process to tackle these growing digital platforms and see this initiative as an important first step to keep pace of our service offerings with the changing communications world.”

It is now a fact that with proliferation of personal computers, smartphones and tablets, consumers are gradually migrating to digital platforms for consumption of news, information and entertainment. Thus the digital media presents numerous opportunities to advertisers and publishers in reaching out to a wider audience. More and more publishers and advertisers are embracing and responding to the changing media landscape by actively developing digital strategies to deliver their editorial and advertising content. “With the consumption of digital media gaining momentum, an independent audit process to ascertain the end users of such platform is definitely important as it adds another level accountability to our media investment,” explained Irene Ng, VP of Sales, Samsung Asia Pte Ltd, validating the point.

This move is beneficial to media owners and publishers because with the inclusion of all media formats, the revamped ABC audit report and certification would give a comprehensive picture of a publication’s total media footprint. This would provide media buyers and sellers with thorough and reliable data of each publication. “This initiative by ABC to independently account for such users and their consumption within these digital editions of print medium is definitely timely. Especially so when we anticipate this trend of consuming content via digital format will continue to explode. This independent audit will serve our industry well to account for the effectiveness on such media,” said Adam Hemming, MD, ZenithOptimedia Singapore.

(Image courtesy: 3D Issue, www.3dissue.com)

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