Media planners may have a better idea of newspaper and magazine audiences across print and online after Australia’s two print audit bureaux signed a deal with web stats firm Nielsen Online.
The arrangement means that from May 1, publications covered by the Audit Bureau of Circulations and Circulations Audit Board will be able to sign up to the Web Audit service.
As well as setting down agreed standards on how website audiences are monitored, the move will allow for print and online figures to be published side by side.
Bureau chief Gordon Towell said: “It will give advertisers and media buyers directly comparable data when making their marketing decisions.”
However, the data will not be directly comparable – while the print audit bodies deal in the number of editions circulated, rather than actual audience data, the Web Audit will return an audience figure.