What’s the latest buzz in the industry on measuring brands across multiple platforms? The Audit Bureau of Circulations (ABC) responded to that by publishing its first-ever Consolidated Media Report (CMR) for Postmedia’s National Post newspaper last month.
“This is exactly what the industry needs,” according to Sunni Boot, CEO of ZenithOptimedia. “It needs the ability to be able to measure a media brand’s health and strength against all of their content platforms from print to websites, to mobile, to social to newsletters. It gives us confidence to allocate funds to the brand that can maintain and grow share of advertiser allocations by proving the engagement of their content across all platforms. The future of news and all content is multi-platform – the ability to accurately measure consumer consumption of that content across all platforms will provide confidence and grow media investment.”
ABC Canada‘s Vice President and General Manager, Joan Brehl, speaks to this year’s release of the National Post Consolidated Media Report being an important step for the Canadian media market. “It is crucial to validate the print and digital components of a publication’s brand, and that’s where the CMR comes in,” says Brehl. “Newspapers are using the CMR to present their total brand assets with confidence and credibility. The CMR is the future of reporting and verification as publications continue to develop into multimedia brands and expand their distribution channels.”
“The Consolidated Media Report gives us a panoramic view of National Post’s total audience,” said Douglas Kelly, Publisher. “We can see that an increasing number of readers are accessing our content on a growing number of platforms – whenever and wherever they want to. Insight into this multiplatform engagement gives our advertisers greater opportunities to run strategic, targeted and integrated marketing programs.”
