ABC restructures for multi-platform reporting

by Emma Barnett, Media Week 10-Oct-07, 16:00

LONDON - ABC, the independent body used to measure circulation of magazines and newspapers, is set to restructure in order to reflect the changing multi-platform media industry.

Account teams who manage ABC’s traditional media owner members (print-based) will now take on the additional responsibility for all ABC platforms, specifically including all related online offerings and events.

The ABCe team, which handles the electronic circulation figures, will concentrate solely on specialist new-media clients. This is the fastest-growing advertising sector and one where standards and accountability are new and developing.

For the first time, leading media buying agencies will be allocated to an account handling team to ensure buyers are continually kept informed of details on accountability and reporting.

In addition, all audit functions will now be centralised. The ABC auditing centre will be headed up by Henry Wallis, who has been promoted to new director of audit. He was previously head of audit and inspection for newspapers and consumer magazines.

These new approaches are designed to keep up with the growing trend towards cross platform reporting, and to provide media owners with single points of contact within ABC.

Comments

Les Csonge - 11/10/2007

Great news and further indication of media convergence and reporting - for our particular industry (Digiital Editions) the combination of print based design, Video, Online and click thru's from one source - all of which could be reported is an exciting prospect (for Advertisers and Publishers alike) - les.csonge@yudu.com