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August 10, 2007

BBC Worldwide?s change in audience reporting shows growing influence of events on consumers

The increasing importance of events within the media and marketing mix was revealed today, when the publishing division of the BBC announced that is has become the first consumer magazine publisher to report print circulation, event attendance and online audience figures together with the release of four ABC Group Product Reports (GPRs).
?It is no longer good enough to look at on and offline audience figures separately," said Peter Phippen, managing director, Magazines at BBC Worldwide. "Increasing numbers of clients are using our brands across print, face-to-face and digital platforms to communicate with our audiences. For our advertisers this will provide a simple and centralised resource when making their buying decisions with us, and also helps us to underline the reach we have across media platforms. Before long, you can expect most of our brands to have cross-media reports in this format."
A division of the commercial arm of the BBC (BBC Worldwide), BBC Magazines' ABC GPRs will show the latest circulation figures for seven magazine titles, attendance figures for four BBC-hosted events and unique user data for two online platforms. The brands included are Top Gear (Top Gear Magazine and topgear.com), Radio Times (Radio Times Magazine and radiotimes.com), Gardeners World (Gardeners World Magazine and Gardeners World Live). It also includes the BBC Food Group's Good Food Magazine, Easy Cook Magazine, Olive Magazine, Good Food Vegetarian Christmas, and events Good Food Birmingham, Good Food London and Good Homes Live It & Summer Good Food.
The GPR, launched by ABC in February this year, is a tool for media owners to publicise their ABC audited and verified figures across brands and media platforms, all on the same report. "It keeps the BBC apace with the changes in the way we consume media,? said Phippen.
Commenting on the BBC?s move, ABC chief executive Chris Boyd said: ?This is a real benchmark for the industry. It has never been so important for media owners and buyers to consider full brand reach when making decisions. The report enables media owners to offer agencies and advertisers verified, cross platform data in an increasingly complex market ? something that will become evermore important."
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