PRs to get access to circulation data
PR site Social Diary is now offering members access to figures for newspaper and magazine print circulations in a deal with the Audit Bureaux of Australia.
The announcement:
Public relations and marketing professionals will have easy access to the audited circulation data of newspaper and magazine print publications, thanks to a new partnership between the Audit Bureaux of Australia (ABA) and Social Diary.
The ABA today announced its partnership with a leading PR industry website, which will see the Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB) supply the latest audited circulation figures for Social Diary’s Circulation Search tool.
Great work Social Diary!
Nice on Tiff!
Why do PR’s need circulation figures? If it is for, as I fear, to offer Ad Rate Equivalent measurement to justify campaign success – then I am deeply concerned for the future of our industry. Ad Rate Equivalent, is at best a hocus-pocus measurement tool, which can be easily manipulated and rarely provides any useful insight to a client. Some clients still demand this, but any PR agency worth its fees, needs to educate the client in other more useful measurement practices. Nice partnership Tiff, just PR’s need to use the data wisely.
Ant,
Data like circulation information should form the basis of media strategy planning at the start of the campaign. It not just for measuring AVEs.
Though I do hear you AVEs are bad.
Awesome news!
Would be fantastic if Social Diary could enter a similar arrangement with Neilsen for monthly user figures for all the major media webites too?
🙂