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.
The new tool allows Social Diary members to quickly search for ABC and CAB circulation figures across print through the introduction of the latest audited print data for use in PR value and coverage reports.
“Social Diary is thrilled to have formed a partnership with the ABA to deliver fresh and accurate circulation figures to our audience. With just a few clicks, Social Diary members can now access this useful information for their client reports,” said Social Diary Director Tiffany Farrington.
“Previously, the Circulation Search relied on us sourcing information from a variety of places, so we could not always be certain the figures were completely accurate. The Audit Bureaux is now supplying us with a database of up-to-date figures every quarter, so our members can be assured they are getting the right information.”
The Circulation Search will indicate which publications are audited by the ABC and CAB and display the date that circulation figures were last updated to provide the utmost accuracy to users.
ABA chief executive Paul Dovas said the Social Diary partnership was a terrific opportunity for the ABA to expand its reach to include PR professionals and marketers.
“This partnership with Social Diary, a leading PR industry website, allows us to help a dynamic new audience and ensure that verified circulation data is used in client reports. PR professionals are dealing with newspaper and magazine print publications on a daily basis and Social Diary’s Circulation Search tool will give them access to the most up-to-date circulation figures for each publication,” said Dovas.
Members can access the Social Diary Circulation Search at www.socialdiary.com.au/circulation_search.php
Source: ABA press release
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?
🙂