Audit Bureau of Circulation (ABC) wants its audits to be less confusing and less expensive for small Canadian newspapers.
The organization of North American newspaper and magazine publishers, advertisers and ad agencies said it will offer Canadian newspapers with a circulation under 30,000 a simpler, more cost effective audit option.
ABC’s board of directors met last week and approved the new audit program called “Canadian Audit Program 30” (or “CAP30”). Starting Oct. 1, small-circ newspapers can adopt a new audit approach that includes flat-rate, all-inclusive pricing from $2,500 per year, simplified audit procedures and off-site audits performed every other year.
These changes are beneficial to smaller Canadian newspapers, said Joan Brehl, ABC vice-president and general manager in Canada. For example, she said “many small newspapers don’t have circulation departments, so [biennial audits] make it easier for them to work with auditors.”
There is also a new board-approved report format for Canadian newspapers with circulations of more than 30,000. It incorporates a simplified approach to reporting circulation data and will feature improved digital metrics. This report will come into effect with September statements this year.
Third Party Sales
In relation to ABC’s Consolidated Media Report, which shows growth of print media outlets and their channels of distribution, the board also voted that third-party sales will be excluded from Canadian newspapers’ paid circulation calculation that determines eligibility.
“The newspaper market is really quickly evolving, and more and more digital needs to be [considered],” said Brehl. “This provides an opportunity for newspapers to experiment.”
New appointments
Two new directors were announced last week as well: retiring treasurer Brian Segal of Rogers Publishing will be replaced by Scott Heekin-Canedy, president and general manager of The New York Times.
And, representing Canadian ad agencies, M2 Universal president Sara Hill is joining as a new director, as is Stacy Boone, media manager at Target Corporation, who will represent U.S. advertisers.
