Posted Apr. 15, 2008
The Audit Bureau of Circulation has launched the Preprint Projection Center, a new online tool that allows newspapers to provide confidential distribution forecasts to help their advertisers better gauge printing and production requirements for insert advertising months in advance.
Publishers are recommended to upload projected circulation data 90 days in advance of distribution, giving advertisers and agencies more timely circulation projections to better plan their preprint production requirements. The center is designed to enhance productivity by reducing the need for newspapers to contact multiple advertisers individually to update them with preprint quantities, zones, dates and distribution information.
"ABC's PPC is a no-brainer and a great solution for newspapers and advertisers alike," noted Merle Davidson, market media director, strategic marketing/media services, J.C. Penney Co. "It supports the industry's desire of finding improved ways to do business together and makes planning and buying print media easier and faster for all of us. I urge all newspapers to participate in the Preprint Projection Center and recommend that all advertisers use it regularly."
A collaborative initiative among newspaper publishers and advertisers, the circulation data stored in the tool is privacy-protected, meaning advertiser members have access to all the newspaper data, whereas publishers are unable to open other newspaper data. The center is free to ABC newspaper and advertiser members and contains unaudited data. (SNPA)
