Emap to strip out bulk figures in preparation for ABCs

LONDON - Emap Consumer Media is to be the first publisher to take a stand and strip out all bulk figures for the release next week of the magazine ABC circulation figures, to ensure a transparent picture of the health of its magazines.

The company says that it will only release "Active Purchase" sales in its headline circulation figures. The total figure will include newsstand and subscription sales only.

In the past, the company has used sampling to market new launches, such as lads' weekly, Zoo, and celebrity title, Closer. However, this data will not be submitted to the ABC this year.

Paul Keenan, chief executive of Emap Consumer Media, said: "Perhaps the most important indicator of the health of a magazine is the extent to which it is wanted. The most active indicator of which must be purchase -- persuading someone to buy your magazine, rather than one of the other 3,500 magazines available, indicates a high-quality and deep relationship with the reader."

It is understood that Emap is the first publishing group to make the stand and the view is shared by some media agencies.

Steve Goodman, MediaCom's press director, said: "Emap's policy of submitting only actively purchased copy sales offers a clear idea of the exact value of the audience I'm buying into. This policy of consistent reporting makes these figures more transparent and, therefore, easier to purchase. Adoption of this policy throughout the industry will lead to a fairer comparison of the health of all the titles in the market."

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