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.