It’s as easy as ABC

How do advertisers judge the media in which they invest hard-earned cash to raise the profile of their business? In the UK, that’s a tricky question to answer. In many cases, the only information available to them is supplied by sales reps touting media packs with frankly questionable circulation data, ranging from percentages to hide low actual figures to wildly exaggerated distribution claims based on print runs rather than requested copy sales.

Comparable information on audited titles is available from the Audit Bureau of Circulations (ABC). The most-widely issued ABC Standard Certificate of Circulation provides basic copy sales verification whilst the ABC Profile Certificate of Circulation offers a more comprehensive analysis. But there is no compulsion on the part of publishers to go to the trouble and expense of collating accurate data on their circulation because advertisers do not insist on that level of transparency.

Subsequently, only nine hundred of the four thousand B2B magazines published in the UK are ABC audited. Of these, only sixty have a detailed Profile certificate and thirty five have opted for an ABC Standard Plus certificate which offers a bit more information on the title than a basic audit.

In the US …

In the States, advertisers rule and have the means to be far more discerning. A benchmark in the form of verified demographic profiling data allows a like for like comparison between rival B2B titles. US publishers serving the majority of B2B markets who don’t provide audited figures don’t get the ad revenue, it’s as simple as that.

If UK advertisers demanded similarly accurate, verified data on the media they buy into, the publishing environment would become far more transparent. Armed with the means to make better informed decisions on where to commit precious advertising budgets, their expectations would be raised and the bottom feeders of the B2B publishing world would no doubt sink without trace.

B2B publishing is, by nature, an entrepreneurial industry and many of the titles out there are run on a wing and a prayer, taking years to become established enough to expose themselves to ABC scrutiny. A happy medium, somewhere between the US model, where market led demand forces publishers to meet stringent criteria and the UK scenario, where advertisers must make do with a dumbed down circulation story, would be the ideal. This would give B2B publishers more credibility in the eyes of advertisers without stifling the creative environment necessary for new titles to emerge and develop. Also, circulation departments would become much more of a driving force within the industry and offer better career opportunities.

William Reed Publishing owns six of the mere sixty B2B magazines nationwide with comprehensive ABC Profile status as opposed to standard ABC audit information. We can offer our advertising clients a detailed breakdown of whose desks our titles are landing on. Our ABC Profile audits include geographical analysis along with details of industry, type of business, sector, turnover, type of business by turnover, job title of recipient and sources of contact details supporting free distribution. With such an arsenal of information, it is much easier to stick to the rate card because we can prove we are reaching specific target markets.

Benefits of in-house

So it pays in terms of revenue to go down this route but it is a considerable expense. The real cost of an ABC Profile is in putting the data structures in place to provide the necessary information. Many publishers do not have ownership of their circulation data, preferring to use circulation bureaux as an economical and practical means of distribution. This, however, restricts the many business opportunities available to those, like William Reed, who hold and manage their own data.

We have been able to extend our brand reach through the profitable creation of a broader business portfolio including exhibitions, web portals, seminars and database services. These developments were only possible because of the quality and scope of the data in our ownership. However, the decision to create and manage our own databases was a long-term investment view. The payback is a diverse and therefore more stable business structure as well as increased revenue.

Keeping the skills and IT infrastructure in-house is an expensive ongoing commitment that we believe will become a necessity as the publishing industry evolves to capitalise on the growing importance of electronic media. As the internet expands its influence, the inevitable decline in print media is the next big challenge for publishers.

With so much data at our fingertips, we are not only equipped to meet this challenge by adapting to changing demand but we also have an overview of the universal markets in which we operate, enabling the business to accurately gauge market forces and respond quickly to new opportunities.

Better than nothing

Of course, jumping through all the various hoops required to meet the stringent audit criteria of the ABC allows no space for complacency, either in the quality of the media or the delivery of IT resources. Many publishers may be deterred from going for a full ABC Profile because their products don’t stand up to such close examination or because it could expose weaknesses in the circulation story being sold to their advertisers. For these, an ABC Standard audit offers a basic circulation verification – better than nothing but still not offering any form of credibility in terms of quality and reach. And ad reps with snazzy software to demonstrate an unqualified circulation breakdown to clients are disadvantaged when pitched against those with concise and thorough ABC Profile data to hand.

The UK B2B publishing industry is a long way from following the US model of market forces dictating that profile auditing serves as an industry standard. British advertisers and agencies are unlikely to exert such power without changing their buying habits and only using profile audited media to force a collective industry-wide commitment to meeting these standards.

It would be interesting to see how the publishing industry would respond if media buyers here adopted the more sophisticated and demanding approach of their American cousins. ABC Profiles would quickly become a necessity instead of being regarded by many as a costly indulgence. In the meantime, William Reed will continue to enjoy the benefits of being among a minority of publishers capable of delivering such comprehensive information on its publications.

Morning Advertiser – case study

A Media Monitoring Services case study on the Morning Advertiser reveals the business benefits of an ABC Profile. Bought by William Reed four years ago, the Morning Advertiser is a reputable and highly valued source of information for the pub retailing sector. Published weekly and distributed by subscription or on the newsstand, it is a news-led magazine aimed at primarily independent licensed trade owners and multiple operators.

We decided to distribute over 26,000 controlled circulation copies on the assumption that advertisers would be more confident that the right market was receiving the magazine. This measure was supported by an ABC Profile audit demonstrating that we were hitting the target markets sought by advertisers.

Of the 900 B2B titles registered with ABC, there are ten in the wine and spirit market alone making it a highly competitive sector in terms of attracting advertising spend. We chose the detailed ABC Profile audit as a way of providing advertisers and media buyers with more than just our verified circulation. By offering in-depth information on the actual circulation of the Morning Advertiser, we are better equipped to persuade clients they are making the right advertising choice.

The ABC Profile Certificate issued to the Morning Advertiser confirmed its average net circulation per issue to be 31,083 copies for the period from 1st July 2002 to 30th June 2003. Key information for advertisers included the fact that almost 75 per cent of the circulation went to freehouse and leasehold publicans, who all have buying power for their businesses. More than 1,500 of the pub company head offices, with purchasing responsibility for multiple outlets, also received copies. Nearly half the recipients had a turnover of more than £200,000 and there was even a breakdown of facilities offered, from beer gardens and children’s play areas to video games and cigarette machines.

Advertisers could clearly see the quality and scope of Morning Advertiser’s circulation and this has had a proven impact on its bottom line. Following the first ABC Profile audit in 2002, the title has seen its market share rise from 35% to 43% and still rising. It has also grown the market by 27% from 1,082 pages in 2001/02 to 1,379 pages in 2003/04. This significant increase reflects the growing confidence of advertisers and media buyers, thanks to ABC verified data. The strength of the Morning Advertiser in the overall market and the success of the move to controlled circulation are evident. And the analysis of job titles, showing that more than 90% of readers owned or ran pubs, confirms that the title is reaching the right audience.

This successful trend continues with a significant, year on year impact on the revenue per page, or yield, achieved by the Morning Advertiser, demonstrating that advertisers are prepared to pay a higher rate for space.

The move to a controlled circulation and the decision to deliver an ABC Profile Certificate proved to be a positive step for William Reed Publishing and the Morning Advertiser. Overall, Morning Advertiser revenue has grown by 30% since its first ABC Profile audit. Boosted by the combination of the increased pagination and growth in yield per page, this is a significant feat for any publication and is a testament to the strength of ABC figures in persuading advertisers of the value of a publication.