Circulation bodies agree Web Audit plan

Tim Burrowes

March 23, 2009 9:28

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.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.