Summary of July 2016 Canadian Board Actions
The Canada Board Committee met on July 14, and the North American board met July 21-22. The following are highlights of the actions that affect Canadian members. Updates to AAM’s bylaws and rules are posted on AAM’s website following each board meeting.
Board Reviews Status of New AAM Products that Provide Valid and Visible Metrics to Marketplace
The board reviewed the status of AAM’s suite of new products that were launched in the spring to help premium publishers showcase the reach of their brands across platforms and give media buyers more access to independently verified information. Currently AAM has more than 50 active participants in its Site Certifier and Ad Block Gauge programs. Additionally, AAM’s new Brand View interface is available to all U.S. and Canadian business and farm publications. Since Brand View’s launch, nearly 60 clients have created custom profiles that will soon be activated in AAM’s Media Intelligence Center. Brand View will be open to all U.S. and Canadian consumer magazines and U.S. newspapers this fall.
Board Upholds Cost-Efficient, Streamlined and More Responsive Procedures
Over the last two years the AAM board has implemented a number of changes to streamline its procedures to be more responsive and cost efficient. As an example, the board has moved from meeting in person three times per year to two, with multiple interim conference call meetings throughout the year. The board is expected to reconvene via teleconference this fall.
AAM New Directors and Resignations
The board accepted the resignation of Evan Ray, formerly of Gannett Publishing, who represented U.S. newspapers since 2009 and recently retired. The board also elected Jerry Hill, vice president of strategic segments and marketing operations, Gannett Publishing, to represent U.S. newspapers.
New Notification Established in the Media Intelligence Center to Encourage Audit Timeliness
At its spring meeting, the Business Publication Industry Committee (BPIC) discussed how it can help encourage publishers to comply with AAM’s audit requests so AAM can release audits into the marketplace within an optimal time period. Current rules allow AAM to hold a publisher’s statement if the publication’s audit is not completed within six months of the audit period-end date and identify audit delays in AAM’s Analyzer tools within the Media Intelligence Center if the audit is not completed within a year.
The board recommended that AAM identify clients with audits that have not been completed within a year as “not current” on the Media Intelligence Center homepage and the board be notified of the audit delays.
Magazine Committee to Consider Consumer Engagement for Sponsored Digital Issues
Over the last few months AAM’s Magazine Committee has focused on topics related to digital magazines, including consumer engagement with digital issues. In light of the board’s recent decision to require “unique opens” for unlimited access programs such as Texture, the committee agreed to discuss other instances of indirect consumer payment for digital issues at its upcoming fall meeting.
At that time the committee will consider making unique opens a requirement for programs such as “sponsored digital issues” beginning with July 2017 issues. Before the fall meeting, the Magazine Committee recommends magazine publishers who report sponsored digital issues start working with their vendors to make sure their records can accommodate consumer access, are up to date and able to be audited by AAM.
Publishers to Expand View of Print Brands on AAM Reports with New “Affiliated Publications” Category
Over the years, newspaper publishers have innovated how they distribute their content to consumers, including targeted print publications. Recognizing these innovations, the board unanimously agreed to adopt a new circulation category called “affiliated publications” to give newspapers more flexibility in reporting their total brand view to AAM.
In conjunction with the transition to quarterly filing, changes to C 102.3 Separate Editions and Affiliated Publications will allow newspapers to determine which products are included in their total average circulation categories, without stipulating that such products necessarily be labeled as editions of the flagship newspaper. These products may include Total Market Coverage (TMCs), Extended Market Coverage (EMCs) and branded editions.
AAM Rules Modified to Accommodate Newspaper Quarterly Reporting
All Canadian newspapers will begin reporting full circulation data, including affiliated publications, and optional cross-media metrics on a quarterly basis starting with the fourth quarter of 2016. The data will be featured on a new quarterly data report that was approved by AAM’s key advertiser, agency and publisher stakeholders this past spring and presented at the latest Canada Board Committee meeting.
At its recent meeting, the board unanimously agreed to modify Rule B 103.1, B 103.2, B 103.3and Article 106 governing publisher’s statements to accommodate quarterly data reports. The quarterly data reports will replace newspapers’ six-month publisher’s statements.
Publishers’ new quarterly data reports will be prominently featured in AAM’s Media Intelligence Center, which includes AAM’s new Brand View interface. With the first release of Canadian quarterly newspaper data, AAM will also launch a Canadian Newspaper Analyzer, a powerful tool that allows clients to easily download the data into usable formats such as Excel spreadsheets.
The board also decided that AAM’s Canadian newspaper Snapshot report will no longer be distributed beyond the September 2016 edition. Summary data for each quarterly reporting period will be housed online in the Media Intelligence Center beginning with the fourth quarter of 2016.