Canadian Magazine Industry News
4 July 2013,     SHELTON, CN
BPA updates approach to circ reports
 
BPA Worldwide has unveiled a new format for its BPA Brand Report. The auditing body is moving away from its traditional print-focused circulation statements in favour of multi-channel metrics.

While the Brand Report will address different delivery channels, BPA is removing the total audience figure. "Today, recognizing significant input and anecdotal results from both media owners and buyers, the Board concluded that the sum of all media channels does not add value to the media buy as originally believed, and, in fact, has caused some general confusion in the marketplace over what the grand total number actually represents," reads a BPA announcement. A total for each individual media channel may still be reported.

As well, an online report redesign sees the "Average Qualified Circulation" figure removed from the search results page. All other data remains but users will have to select a document to see its reported numbers.

Both BPA business and consumer members will transition to the new Brand Report format starting with the December 2013 reporting period. Media owners currently only reporting on one channel will shift to the single-channel Brand Report, but will have the ability to add more channels in upcoming reporting periods.

The new single-channel and multi-channel reports also feature more colour, green for business and pink for consumer (click colours to download PDF examples), with media channel icons on the main page for top line data.
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