Measuring Total Audience
As newspapers tap new ways to reach consumers in print and on the Web, tools to measure this audience footprint are changing as well. This trend toward more refined methods of capturing a newspaper’s true reach promises to affect how publishers express the full scope of their audience across a variety of platforms.
The Audit Bureau of Circulations (www.accessabc.com), Scarborough Research (www.scarborough.com) and NAA last year moved another step toward a more integrated measure of a newspaper’s total reach with their Audience-FAX initiative (www.audiencefax.com), which incorporates circulation, readership and online measures into ABC’s reports (“ABC Approves New Audience Reporting,” August 2007, p. 16). Newspapers’ participation in Audience-FAX is voluntary.
