Adding Digital Data to Magazines

Last week, the U.S. Audit Bureau of Circulations announced that it has changed the way it reports on magazine data, with a brand new report, the Consolidated Media Report. The first report was released using Bonnier Corporation's Popular Science and Bob Cohn, the magazine's circulation director was on the special committee that developed the new report.

"Popular Science has never shied away from being a "first" when it comes to pushing the evolution of the digital magazine marketplace," says Gregg Hano, publisher. "Our brand was the first out on iPad and the first to offer digital subscriptions through Apple.  One of the benefits of striking out early is that we have more learning than anyone else in this space." The magazine decided to be first out since digital is now such an integral part of Popular Science that the only way to genuinely represent the brand to advertisers and partners is through a comprehensive report that integrates digital, Hano says.

The new report offers advertisers a complete, verified picture of all media formats in which Popular Science is found: print circulation, email newsletters, web traffic, sales of tablet editions, page views for the smartphone app and social media statistics. "Publishers who use the CMR can customize the reports with the information that's most relevant to the advertiser, and buyers can feel confident that the information they're reviewing is accurate and transparent," says Hano. "It's a win-win."

For Hano, the point is that the only way to accurately get a picture of a brand is to include information about digital audiences. "The CMR is useful not just for advertisers who are looking to have their brands represented on multiple platforms, but for our sales staff, who can use the report to tout Popular Science's position in the category," says Hano.  "This kind of transparency benefits everyone, and will be a key tool in working with our partners in the future." 

You can download the report here.