New-look Circulation Measure Announced
The MPA – as the industry body for magazine publishers - has decided to move away from the old ABC circulation measurement system, and focus its investment on metrics that show total magazine brand touchpoints and audience engagement.
Instead of supporting the separate and outdated ABC website, a new, simplified print circulation measure, Magazine360 Circulation, will be conveniently hosted on Magazine 360 (magazine360.co.nz) alongside readership, digital, social and EDM metrics.
Magazine 360’s increasing acceptance by the wider industry, and its verification system, make it a good replacement for the ABC audit, which has become less relevant in recent times, with fewer titles participating.
Magazine 360 has the ability to show total audience touchpoints for a magazine brand. However it also will work well for publishers who choose only to show print circulation metrics for their title, allowing graphic comparisons of circulation by brand, publisher or category. Calculation and display of the new circulation measure will be free for members of the Magazine Publishers Association. Non-members can use the new circulation measure for a fee.
The MPA is making changes to the Magazine360 site to allow for more information around circulation numbers to be displayed. We aim for the Magazine360 Circulation process to be in place for April 2020 (when ABC numbers were next due to be uploaded).
Full details on how to calculate your title’s Magazine360 Circulation – including step-by-step instructions for upload onto the 360 site. and details of the fee structure for non MPA members – will be sent to you in February.