The new Cross Platform Certificate has been developed in response to publishers’ increasing appetite for flexibility, particularly with regard to demonstrating digital editions. The certificate will now include a clear view of the circulation of digital editions – including those specially designed for tablet devices – alongside print circulation.
This development follows the recent announcement of the new Cross Platform Certificate of Circulation for magazines.
Martyn Gates (pictured), Director of Newspapers, ABC, comments: “As more and more publishers are launching digital editions of their publications, it is crucial that we support the industry in promoting the growth of their digital offering. ABC is continually improving its products and services to reflect changes in the industry and we are delighted to announce the new Cross Platform Certificate to report print and digital circulation figures in one place.”
The new certificate was agreed by representatives from the industry at the latest meeting of the ABC Reporting Standards Group.
The ABC has published the following set of Q&As regarding the new approach:
Regional Publications Digital Editions – FAQs
1. When were publishers first able to report on their digital editions?
ABC first introduced the rules for digital edition in 2000.
2. Why have these changes been introduced?
To account for the changing needs of the industry. The digital publication market has evolved since 2000, particularly with the launch of the iPad last year (2010) and the development of tablet technology. These changes have offered publishers more opportunities to develop their digital editions. In response to this, ABC has changed the rules for auditing and reporting in this area.
3. What does this mean in practice?
The new rules cover three key areas:
a. The definition of digital editions
The old rules specified that digital editions had to be an exact replica of the printed edition. The new rules allow for up to 5% editorial flexibility – i.e. a digital edition can differ from the print edition by this much and content can be re-formatted to suit the device e.g. iPad or tablet. This will ensure that a digital edition is sufficiently similar to its counterpart print edition to reasonably be considered a version of the same product. Whilst allowing for limited editorial changes e.g. for a late breaking news story.
b. The flexibility of advertising content
There is more flexibility in the rules for advertising content. As a principle, all ROP (run of paper) advertisers contained within print editions must appear in digital versions unless agreed otherwise with the advertiser or agency. Publishers may now include additional advertising content for digital editions.
c. The way that digital editions can be reported
The new Cross Platform Certificate of Circulation takes these changes into account. Higher rate paid (those purchased at more than 50% of the normal cover price) digital editions can now be presented alongside the print figures, to make information easier to deal with.
4. When will the new rules take effect?
From January 2011.
5. Who will benefit from the new rules?
Publishers of Regional Publications, Consumer and Business to Business Magazines. Agencies will also benefit from an expected increase in the number of publishers auditing their digital editions.
