audit.jpgThis is important stuff, because unless the ABC will audit a magazine many advertisers won’t consider placing ads with it. Up until now the ABC has not audited digital magazines. This is from their press release:

The board of the Audit Bureau of Circulations modified its definition of a digital magazine in the U.S. and Canada to accommodate new reading devices such as the Apple iPad. The new standards state that a replica digital edition must include a print edition’s full editorial content and advertising, but it no longer needs to be presented in a layout identical to the print version. Replica digital editions will continue to be included in a magazine’s circulation guarantee, or rate base.

The board encouraged publishers planning new e-reader editions or mobile apps to seek ABC evaluation if they would like clarification on qualification and reporting of their digital editions.

ABC confirmed that Wired magazine was the first publication to seek review of its iPad version, which will qualify as a digital replica edition under the bureau’s new guidelines. GQ has offered an ABC approved replica app for the iPhone and iPod Touch since December 2009.


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