Trader Media Group, owner of Auto Trader, is the first media owner
to provide a group ABC for its magazines and associated websites.
Trader Media said it had taken the step in order to illustrate the
impact of the Auto Trader brand’s extension across different media.
More companies are lined up to issue group ABCs in August, following the
release of the magazine ABCs for the first half of this year.
The group certificate for Auto Trader shows the total average
circulation for the 13 regional editions of the magazine and the page
impressions for AutoTrader.co.uk.
The magazines recorded a total sale of 326,389 for the second half of
last year and the site attracted 21,581,245 page impressions in May.
The ABC is unable to combine audiences across different media as the
units of measurement are different. It is not possible to prove that the
reader of a magazine is distinct from a user of a website or a visitor
to an exhibition.
ABC rules require the individual certificates for each medium to be
attached to the group certificate.
Auto Trader marketing director Matt Thompson said: ’We want to
demonstrate our effectiveness at communication across all media. We
would welcome the introduction of a common unit of measurement to show
the value of our combined audience.’