ABC to launch new readership study

The Audit Bureau of Circulations approved a new study that will integrate newspaper readership and online audience estimates into ABC circulation reports.

The new report, called Audience-Fax, will begin this fall, and will allow newspapers to report in-market print, online and net combined readership as measured by Scarborough Research, ABC said.

Monthly Web site unique visitors also will be reported from sources such as Nielsen//NetRatings, comScore Inc. or server-based analytics tools.

“Audience-Fax is an important step forward in showcasing the expanding range of product offerings coming from daily newspapers,” said Stephen P. Hills, president and general manager of The Washington Post.

ABC said it will independently audit audience and Web site estimates and include them in ABC Publisher’s Statements, Audit Reports and Fas-Fax.

Audience-Fax is expected to launch on Nov. 5, and will cover the September 2007 six-month ABC reporting period.