ABC stacks up the numbers

As a result of recent rules changes, business to business magazines can now offer a "Total Audience Reach" circulation report to clients, with the imprimatur of the Audit Bureau of Circulations. This is a cumulative number, stacking together requested, paid, passalong, newsletter and website traffic. Here's a sample report.

"A Consolidated Media Report is not an audit program; rather it is a report format that allows current business publication members, who also participate in ABC’s Pass-Along Receivership Study and ABC Interactive’s Web audit, to inform advertisers about their publication’s overall audience with a conveniently located, ABC-verified report," said the organization.

• Circulation data is pulled from the business publication’s latest Publisher’s Statement and will be subject to audit during the publication’s annual audit.
• The Consolidated Media Report has a shelf life of approximately six months. It is updated twice a year, after the release of the business publication’s latest Publisher’s Statement.
• The approximate cost of the report is between US$250 and $500.
• The released reports are available alongside ABC Audit Reports and Publisher’s Statements to subscribers of ABC’s e-Data online database.