ABC figures don't tell the whole story

Editors across the land have long talked about the importance of “reach”. And they don’t mean grabbing their pint from the bar.

argue that the number of readers that see their stories is equally, if
not more, important than the number who actually pay money for the
privilege. The use of the internet to access newspapers and magazine
stories has added to their argument. ABC paid-for circulation figures,
in other words, are only part of the story. And now with the
introduction of Lite editions and digital editions to the mix, there
are more compelling reasons than ever to find a way of producing an
audited overall circulation figure that takes all these into account.

The ABC is considering the proposals put forward by the Evening Standard.

It could well be an idea whose time has come.

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