Quarterly ABCs will benefit print publishing

Reacting to whispers that print is poised to enter a new era with audited quarterly ABC certificates and new reporting rules, Gordon Patterson, Managing Director of Starcom believes this is exceptionally good news for the industry as a whole. "With television moving rapidly towards 'day after' measurements, radio having six diaries annually and outdoor delivering regular traffic counts, print has been lagging behind with biannual reporting."

Quarterly audited reports will put print on a more even and comparable platform with competitive media types. For the print media owners it will shorten the lead-time between result and reward, says Patterson.

The other issue currently under debate in print circles is the amount of information required in reporting - should it be 'more' or 'all'?

Patterson believes that 'all' with no packaging is the way to go. "Not only will it increase transparency but advertisers and purchasers will then be able to make their decision based on the factors important to them.

"Print measurement as it stands now is pretty meaningless and it is very encouraging to see the print media industry poised to embrace new rules and measurements, a move that will take it out of a dated mindset into an entirely new and competitive space. This is something that the AMF has been working toward for some time and these proposed changes are most welcome.

"It's also good news for media owners who are actively developing and growing circulations. With the proposed new measurement they will soon have an opportunity to showcase and benefit from their achievements," concludes Patterson.