Here is a great move. The Newspaper Association of America, in partnership with the Audit Bureau of Circulations and Scarborough Research, is to publish newspaper website readership figures alongside sales figures for the newsprint versions.
This initiative, which will enable agencies and media buyers to analyse total audience reach, is expected to go live by September. ABC president Michael Lavery says: "ABC's role is to bring transparency and accountability to audience measurements, regardless of the medium. As online advertising expenditures continue to grow, we're hearing from more publishers and online content providers that want to demonstrate the breadth of their audiences - in print and online - to advertisers and ad agencies."
I sincerely hope that ABC in Britain can achieve a similar linking of figures soon. Some of Britain's national titles are refusing to get involved while others are anxious to show just how well their websites are doing. (Via World Advertising Research Centre)
