Circulation Audit Firms Surviving in Digital World

By Mark Hanzlik, Executive Director

We’ve been spending a lot of time lately analyzing the rapidly evolving web metrics measurement universe; primarily looking at which methodologies are the most accurate, reliable and which companies are best suited for advertisers’ needs. But many of our clients still reside in the brick & mortar world of print advertising, so, we thought it would be a good opportunity to look back at the print publishing circulation audit process—giving us a comparative view of both digital and print reporting.

It’s been some time since we last pounded the circulation audit drums for the publishing industry.   Our impetus for previous analyses of the circulation audit process were driven primarily by advertisers looking for zip code targeted circulation reports. We’ve also offered circulation audit primers that reinforced the importance of using audit reports when selling print advertising space.

Here’s the full story posted on The Macintosh Wizard and PC Tech Log . today.

Stay tuned next month, we’ll post our analysis of web metrics and research firms.

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