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Online Audience Data

Posted on Tuesday, July 26, 2011 at 11:04 AM

In the news: What some magazines are doing to tabulate bankable metrics for advertisers.

The Audit Bureau of Circulations, the magazine industry's go-to for audience and circulation metrics, may find competition in unlikely places in the near future. Magazine publishers are looking to alternate outlets like Adobe for collecting and disseminating audience data.

How likely is this trend away from ABC data to catch on? When the trendsetters are industry giants like Condé Nast, it seems that the ABC has some cause for concern. We discussed some of the limitations of the ABC's revised definition of digital editions in our June 2010 issue. Magazine publishers like Condé Nast appear to be looking for more cutting-edge metrics (e.g., finger engagement with touchscreen apps) to offer advertisers. Read more.

Also Notable:

Yale Publishing Conference Roundup

Earlier this month, magazine publishing professionals gathered at Yale University for its annual publishing conference. According to Stephanie Botelho of Folio:, the prevalent theme was not progress or innovation, but fear. Some publishers feared that a failure to jump aboard the digital bandwagon could mean being left out in the cold. The conference was abuzz with doomsday prophecies of print and the Web being dead. Botelho encourages magazine professionals to look past the fear and see the opportunities of today's publishing landscape. Read more.

O Magazine Loses Ad Dollars

Magazine ad sales are down 7 percent industry-wide from last August, but women's lifestyle magazines have seen even steeper ad decline. O magazine has seen a 31.4 percent decline in ad sales and 18 percent decline in ad pages from this time last year. Read more.

For Sale: Reader's Digest

Last week, WSJ.com announced that Reader's Digest Association, Inc., has put Reader's Digest magazine up for sale again. If the powers that be behind Readers Digest can find a new buyer, this will mark the third time the magazine has changed hands since 2006. According to some reports, the asking price is as high as $1 billion. The potential sale also includes popular cooking website Allrecipes.com, which could sell for nine digits. Read more here and here.

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