Audit body reveals simplified digital reporting system following departure of Fairfax from audit
The Audited Media Association of Australia has defended its metrics following the departure of Fairfax Media from its digital audit as it unveils an update to the way it reports total sales of mastheads – including print and digital.
The new, simplified ABC reporting combines all print and digital sales in the new ABC Total Sales metric which takes in the existing, average net paid sales across print and digital and combines them into one overall sales figure.
Ryan: The industry found it quite confusing as digital was being counted like print
Speaking with Mumbrella, Josanne Ryan, AMAA CEO, said: “It’s fundamentally a reporting change. There were a couple of reasons for it. Digital sales were first reported in 2012, and from when I came on board there was quite a lot of discussion around changes in how publishers are now marketing their digital sales – a lot of packing and different packaging had happened.
