ABC Announces Regional Newspaper Proposal

ABC has announced it has taken the first steps in reviewing and subsequently merging the various rule sets for regional newspapers, in response to the ongoing evolution of the sector.There are currently two rule sets through which regional newspapers can report; Regional Newspapers Paid, and Verified Free Distribution (VFD). Both of these rule sets details how copies must be counted and reported; and for each rule set a certificate is issued.

These separate rule sets have reflected the needs of regional newspapers for many years, with newspapers falling into either a paid or free distribution model. However, publishers are continuing to diversify their methods of distribution for regional newspaper titles, including using both paid for and free distribution together. As a result the Newspaper Society board has endorsed a proposal to merge the two regional newspaper rule sets and include rules for free ‘pick-up’ copies, in order to better reflect the changing needs of the sector.

The proposal currently under consideration is for a single rule set for all regional publications incorporating all the distribution methods currently in use, including newstrade, subscription sales, bulk sales, free door to door copies, and free pick up copies. This move will provide one certificate template for all regional publications, allowing these titles to utilise different distribution strategies (both paid and free, and free pick up and door to door) and report them on one certificate with one combined figure with one combined figure, as the magazine sector already does.

ABC has set up a Regional merger group with representatives from the Regional Paid and VFD specialist committees, including publishers, media buyers and Newspaper Society representatives. This group will be meeting on a regular basis to focus on the merging of the rules and reporting standards from each rules set. Once the merger group has agreed on the new rule set, both specialist committees will be asked for their approval, and in turn the ABC Council will be asked for its approval.

The merger group has agreed an initial timeline of having the new reporting standards agreed and in place by the end of the year, so the new reporting method comes into effect for the January to June 2008 reporting period.

Martyn Gates, Director of Newspapers and Consumer Magazines at ABC comments:

“ABC’s role is to respond to the needs of its members, and the industry at large, in providing a robust and comparable currency for the trading of media space. The regional newspaper sector is no different from any other in the challenges and opportunities it faces in an ever changing environment. By working closely with the Newspaper Society, and with representatives from the relevant specialist committees, we’re confident that a single rule set for regional newspapers will support the sector and continue to offer publishers, advertisers and agencies the high levels of trust and accountability they already enjoy.”

Lynne Anderson, Communications Director at the Newspaper Society said: “The regional newspaper sector continues to evolve and adapt to the changing media market and the new distribution channels that are becoming available.  It’s therefore vitally important, for both publishers and buyers, that ABC standards evolve in line with industry need. This ‘one title, one certificate’ approach offers greater clarity and transparency than ‘one title, multiple certificates’ and will help to ensure that ABC remains a vital component in advertising decisions within the regional press sector.”

For further information please contact: Richard Lambert/Mark Barber/Phil Borge at Eulogy! on 020 7927 9999 or e-mail abc@eulogy.co.uk.