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Newspapers Adopting ABC's New Consolidated Media Reports
Newspapers Using ABC's New Consolidated Media Reports to Tell Larger Story
The Dallas Morning News, Fort Worth Star-Telegram and Gettysburg Times joined Chicago Tribune and Kansas City Star in releasing CMRs for September 2009 Reporting Period.
The Consolidated Media Report is ABC's customizable report that allows newspapers to present advertisers with a snapshot of their entire media footprint across a myriad of print and digital products. The new report is also significant because it embraces the concept that the future of newspapers, and in many cases the current success of the industry, is found in marketing advertising and content across platforms and multiple print products.
The perspective is consistent with the work of the NAA/ABC Strategic Vision committee to develop new reports and standards for evolving newspaper publishing plans, including print/digital hybrid models, targeted niche publications, e-readers, and mobile platforms. The task force of newspaper publishers and advertisers is expected to present final recommendations to the ABC board of directors in March 2010 with a recommendation that the new reporting formats become effective October 2010. The new format will include the "total circulation" of a newspapers which will include multiple platforms and include branded editions. The recommendations will provide the final qualification and reporting rules necessary for the final roll-out of the changes approved by the ABC Board two years ago.
Michael Lavery, ABC president and managing director addressed the issue and the role of the CMR option by stating, "With business models evolving and distribution channels growing, we are working to develop flexible reporting options that allow newspapers to report data from a wide-variety of channels and products while still providing advertisers with independently verified, comparable data. The CMR is an important step in that process."
The recent release of these five Consolidated Media Reports demonstrates the applicability of the report across a wide range of newspaper members and their diverse publications. The five include the Gettysburg Times (Penn.) , Chicago Tribune, Dallas Morning News, Fort Worth Star-Telegram, and the Kansas City Star. Mr. Lavery also noted "Our newspaper members have really embraced the CMR and the opportunity to illustrate the reach and depth of their brands."
View and download newly released CMRs for:
The Dallas Morning News' CMR features circulation for Briefing, a free newspaper delivered to select households; Al Dia, a free Spanish-language newspaper; and Quick, a free weekly targeted at 18-34 year-olds. The newspaper also included Audience-FAX data for the Dallas Morning News on its report.
The Fort Worth Star-Telegram's report includes La Estrella En Casa, a free Spanish-language newspaper and DFW.com Ink, a free weekly publication catering to 18-34 year-olds. Another application of the report is evident with The Star-Telegram. The paper also reported circulation data for several weekly community newspapers such as the Mansfield News-Mirror and the Weatherford Telegram as well as six Alliance Regional Newspapers: the Colleyville Courier, Grapevine Courier, Haslet Harbinger, Keller Citizen, Southlake Journal, and the Times Register.
The Gettysburg Times, the only non-metropolitan newspaper in the group reported circulation for two additional print products: the Gettysburg Companion, a free bimonthly magazine, and El Diario Latino, a free weekly Spanish-language newspaper.
The Chicago Tribune and the Kansas City Star; both previously issued reports for the period ending in March 2009. The Kansas City Star reported its daily circulation alongside that of INK, a free publication catering to 18-34 year-olds. The Chicago Tribune continued to report print circulation from Red Eye, the predominantly free publication targeting young commuters; The Mash, a free weekly newspaper largely written by teens; Hoy, the free Spanish-language newspaper; and Fin de Semana, a weekly Spanish-language newspaper available on Sundays. The report also includes expanded Audience-FAX data for the Chicago Tribune, RedEye and Hoy.
Source: ABC, NAA
Published
Dec 09 2009, 05:20 PM
by
jmurray
About jmurray
John Murray came to NAA in 1997 after 18 years of newspaper marketing experience. Most of that time was in circulation management positions. But he attributes much of his career success to also having spent time in newspaper promotion, research, strategic planning, community relations, and advertising which provided a broader context to his newspaper marketing expertise.
Prior to NAA John worked at Fort Wayne Newspapers, the business agency for The News Sentinel and Journal Gazette, where he was circulation director for both papers for seven years. After graduation from Louisiana State University he was recruited by Sears for retail management assignments. He began his newspaper career at the Columbus (Ga.) Ledger-Enquirer and was a participant in Knight Ridder’s Circulation Management Development Program.
At NAA John is responsible for Audience Development initatives, and serves as resource to newspaper executives charged with marketing the newspaper to readers, and audience metrics issues. John’s is the staff liaison for the NAA/ ABC Committees and serves as a resource to our advertisers regarding newspaper circulation and readership.
Recent publications produced by the circulation marketing department include: Understanding the Value of Newspapers - The Relationship Between Price Paid and Readership, NAA’s 2009Circulation Facts, Figures and Logic and Independant Contractor Relationships.
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