The Audit Bureau of Circulations (ABC) will now be known as the Alliance for Audited Media – "to more accurately portray its evolving leadership in media
verification."

"The new name reflects the industry’s transformation and reinforces the organization’s preeminent role in providing cross-media standards, audit services, and data critical to the advertising and publishing industries," reads a release today.

The organization said the new brand was endorsed by 94 percent of the organization’s members.

“The ABC brand has served our organization and our industry well for nearly 100 years, but this represents much more than a name change,” said Michael Lavery, president and managing director of the Alliance for Audited Media. “With advancements in the media industry and the progress our organization has made in developing new digital audit services and cross-media expertise, we felt it was time to refresh our brand to better reflect our strategic role in the new world of media.”

The announcement of the new name was accompanied by the introduction of a new logo and new U.S. and Canadian websites.

Lavery also noted that the new AAM brand fits well with the organization’s recent acquisition of the Certified Audit of Circulations. “Our relationship with CAC helps expand our audit services for smaller U.S. newspapers and increases the granular data available in our new Media Intelligence Center,” he said.
 
Meanwhile, according to AAM’s fourth annual digital publishing survey, which is expected in full in December, "publishers continue to transform their business models to reach readers across multiple platforms. Ninety percent of AAM publisher members today provide content on mobile devices like tablets and smartphones, up from 51 percent in 2009."