Newsweek might have been the most high-profile magazine to go digital-only, but it's probably not the last. And so the Alliance for Audited Media--as the Audit Bureau of Circulations has renamed itself--has endorsed new guidelines for print publications that go digital-only.
The new guidelines, adopted at the AAM's Nov. 14-16 board meeting, say that when a publication makes that transition, it must give subscribers the option of receiving the digital subscription; converting to another print publication; or receiving a refund for the remainder of the subscription.
The Newsweek announcement was a catalyst for the move, said Neal Lulofs, evp, planning and communication for the AAM. "The reality is that the publishing market is changing quickly, so the AAM board wanted to make sure it was staying on top and addressing the potential for more of these kinds of changes in the future," he said.
The AAM is also looking to toughen up circulation-reporting requirements for publishers. In response to pressure from media buyers, the AAM board agreed to require U.S. magazines with circulations over 250,000 to provide issue-by-issue circulation data to the AAM's Rapid Report.
The Rapid Report has been a voluntary service since it was introduced in 2006, and participation has been uneven. Some publishers take several months to report data or don't provide data for every issue.
Source: AdWeek.com | Emma Bazilian