The Audit Bureau of Circulations (ABC) in their March 2010 report has changed their rules and definitions of online publication circulation. Prior to this new rule change, only subscribers of the exact online replica of a print publication would be counted as circulation figures. With the new rule, publishers can have better flexibility with their online publication offerings and the total circulation numbers. Total circulation, as recognized by the ABC would include a combination of print and digital subscriptions. Apps available in app stores would also be considered as identified circulation.

What does this mean for the media industry? It means a paradigm shift in its approach towards building an audience base and developing improved advertiser relationships. All of this fits well with MediaNews Group’s approach to delivering media to our consumer base in the platforms they demand. The ABC’s rule change creates a flexibility that can expand a publisher’s reach. There exists limitations in recognizing circulation numbers of only electronic edition subscribers. Effective October 1st, this new ruling opens doors for evolving the media model. With the coming of the Apple iPad on April 3rd and its soon to arrive rivals like the HP Slate and the Notion Ink Adam tablet, media can offer a dynamic range of digital offerings that still counts towards a total circulation number. If the people are accessing the media via a subscription whether online or print, then it will be counted going forward. The implications are huge for media and a proper step towards 21st century technology and media access. This ruling also includes e-readers such as the Amazon Kindle and points the way towards the mobile platform as well. Apps can count as circulation because the content offered is exclusive and the payment for the app. Some magazines like GQ have already created iPhone apps that adhere to these new ABC rulings.

“It’s encouraging to see magazines expanding their brands and taking advantage of new technology. It will take some time, but I’m confident that e-readers and other mobile devices are going to become important channels for marketers to engage with their audiences,” said Brenda White, SVP of Publishing Activation at Starcom and active ABC board member, according to MediaWeek

One specific part of the new ruling is that the editorial content must stay for print and digital for it to be considered proper circulation. If the editorial content is taken from the credible sources already in use by credible publishing and media companies , then that should only reinforce the quality of the online media products offered compared to other unregulated channels. This makes a great opportunity for iPads, tablets, and e-readers to truly be recognized as new and emerging media access channel. New channels of media access equals targeting a new tech-savvy audience and offering expanded branding capabilities for advertisers.

“ABC’s action is good news and a timely step forward for both publishers and advertisers in advance of the iPad launch,” said White.

As part of the relaunch of the newly redesigned MediaNews Group website (www.medianewsgroup.com), we are proud to present The Media Trigger, a blog dedicated to sharing information and communication with consumers and advertisers alike. This blog will reflect on news about MediaNews Group as well as media in general. For advertisers it is a place to discover our capabilities and the audience reach that the MediaNews Group network offers. For consumers, we will highlight progress and advances in  news media and our brands, the topics that are important to our loyal readers and viewers.

Media is evolving, plain and simple. MediaNews Group has a rich history in newspapers. Our newspapers have established themselves as advocates and watch dogs of the communities in which they reside. In many of our markets, the newspaper is the cornerstone of the cultural landscape, reporting community, political, sporting and lifestyle news and events.

But media is evolving. Consumers today are savvy and technologically-advanced. The methods they access news media keep evolving to the demands of the news consumers. Newspapers are a great part of American history and the media extensions of our newspapers keep our brands relevant and competitive in this 21st century media era. Our newspapers have news websites that share breaking news at a rapid pace. A great amount of people marry online media and the newspaper experiences by subscribing to our electronic editions, the online equivalent of the traditional print publication. Most people can access media through the mobile platform in real-time. Social media outlets, like our extensive collection of breaking news and editorial Twitter feeds, canvas the news as it is breaking. Facebook is proving to be another outlet that enables the sharing of content and information to your growing network of FB friends. All of this defines news media today and a great majority of our brands have had offerings in these platforms for years. All of these different ways of obtaining news and media still shares a common thread, informing the public with the highest quality  journalism available in their region and endorsing the complete advocacy of local community activities and growth.

If we combine the heritage and foundation that our newspapers have developed and provide media access to consumers in the ways in which they prefer to consume media, we can then look forward to a bright future progressing with the evolving times. We aim to be a forward-thinking 21st century media company, providing market leadership that illuminates the media landscape.

From time to time, we will have guest blog entries from different people within MediaNews Group, sharing opinions, experiences and knowledge in their respective fields, so keep in tune with us and we look forward to exchanging ideas and thoughts with you.