What is an audit?
An audit is an independent verification of the circulation of a print title by either ABC staff or external third part auditors - usually the financial auditors of the publishing company.

How often do audits take place?
National newspaper members must audit their circulations on a monthly basis with the audit being a 4 or 5 week period commencing on a Monday & ending on a Sunday. The full annual list of the publishing dates for the national newspaper figures are listed on the ABC website www.abc.org.uk

What geographical information does the audit provide?
Analysis of the circulation is broken down into a number of geographical regions. Specifically these are United Kingdom, Scotland - as a subset of UK, Republic of Ireland, and Other Countries.

Why are some issues excluded from the circulation certificate?
The ABC figure is the average circulation over a given period. An issue may be affected adversely, which could then distort the typical average. Publishers can exclude issues from the average due to bank holidays or where they can demonstrate that a material loss of circulation has occurred. Material means a loss of at least 10% of the UK & RoI circulation less any multiple copy sales e.g. public holidays, industrial action, computer failure, or machinery breakdown which prevents the timely distribution of the publication. Examples which are not accepted by ABC as being beyond the publisher's control include editorial content, poor sales days, and minor delays in distribution.

How are the compact editions of the broadsheet newspapers analysed?
The ABC certificate provides a circulation analysis of both published of the newspapers (both broadsheet & compact) in exactly the same detail as the main circulation information.

How do I get access to the ABC data?
Either click on the ABC logo on this page, or click on the following link www.abc.org.uk . This will take you to their website and free access to the top line data. To get more information you will need to be either an ABC member (most agencies are), or a paid subscriber to the ABC website. Additional Monthly Reports and Historic data is available to ABC members.

What is the difference between distribution and circulation?
Generally speaking circulation consists of paid-for copies, whereas distribution are free copies. There are no free copies reported within ABC audited circulation data for the National Press.

What is the ABC bulk sector?
ABC Bulk is a separate sector from National Newspapers, where free distribution papers are reported e.g. Metro. These monthly reports can be viewed via the ABC website.

How are ABC figures verified?
Auditors use an audit trail appropriate to the circulation type e.g. newstrade, bulk sales etc. The audit trail will involve print figures, distribution figures, invoicing and credit claims, reconciled to cash paid to the publisher.

How are circulation figures used?
ABC data is used in the planning, buying, negotiation process between buyers and sellers of advertising space. They are also used as part of the valuation process of publications and publicly quoted companies. This data also plays a large part in the negotiation process between media buyers and sellers. They provide independent comparisons of newspapers period on period and also between newspapers.

Does ABC audit circulation such as overseas and bulk sales copies?
Yes. However note that overseas copies include newstrade, bulks and unsold copies

What is 'full rate'?
Full rate is the cover price. However lower prices can be utilised short term. The full rate price is calculated by using 80% of the sale achieved in the home country. Therefore premium pricing is allowed, but the highest price is not necessarily cover price

Does ABC audit daily or weekly circulations?
ABC reports the average issue circulation over a monthly period for National Press. This ensures buyers have dynamic data on which to base buying decisions. The average net circulation figure is the average issue figure across the audited monthly period quoted.

How does ABC present circulation fluctuations?
Circulation variances are reported on certificates in the Consumer and B2B magazine sectors but are not required to be reported for the National Press.

How reliable is ABC data?
ABC figures are based on actual census based data; as opposed to sample based research where data is extrapolated. Data is compiled under industry agreed rules and is subject to independent audit and inspection.

How up to date is ABC data?
It is mandatory for National Press Members of ABC to be audited and report them monthly.

Who undertakes the audits?
There is a choice for the media owner to make. The publisher can use their financial auditors or appoint an ABC staff auditor. Both will audit to the ABC audit rules and audit programme.

What is the average net circulation figure?
This is the average issue figure of all types of circulation across that particular audit period - in the Nationals case this is every calendar month.

What does multiple copy mean?
Where a quantity of 2 or more bulk copies are purchased by a third party, and distributed free of charge to the final recipient. These are reported under the heading of multiple copy circulation in the monthly National Newspaper Report. These are sometimes referred to as bulk sales.

How can planners get the most out of ABC?
By using ABC data regularly in the planning and buying process. Also by becoming members of ABC, buyers can become involved and take part in developing ABC rules and have a say in how they are implemented and reported. IPA members can join the Group Membership Scheme free as part of their IPA membership.

Contact marketing@abc.org.uk for further details.

NATIONAL NEWSPAPERS MONTHLY REPORT
Available in hard copy, email pdf or email Excel version. The report contains a number of analyses showing trend data and breakdown of circulation by type.

The report consists of the following content:-

The headline figure
This is the six month average with the same period last year with % change. The individual six months are also shown for trend purposes.

Geographical Analysis
Shown for both the individual month and same month last year plus the average last six months compared with the same six month period the previous year. It will give you UK, Republic of Ireland and Other Country circulation in numbers and percentage.

Type of sales method
UK, Scotland & ROI sales are analysed on the report, but you can see single copy full rate and lesser rate sales, pre-paid non-postal subs (usually promotions) and multiple copy sales (bulks).

Issues excluded from the average

Public Holidays may be excluded from the average. Publishers can apply for an exclusion at other times if they have lost 10% or more of their anticipated sale (based on previous weeks) if the loss was beyond their control.

Editions
Tabloid/compact versions are broken out under Editions. See this page in the monthly National Newspaper Report. Buyers can request further information on ABC by contacting: The Marketing Department. Tel 01442 870800 email marketing@abc.org.uk

What is ABC Electronic?
ABC ELECTRONIC was established in 1996 to aid the buying and selling of advertising space through the development of measurement metrics and the independent audit of all forms of electronic media to industry agreed standards in the UK and Republic of Ireland. Building on the experience and expertise of its parent company, the Audit Bureau of Circulations Ltd (ABC), ABC ELECTRONIC has rapidly established itself as the organisation that media planners and owners trust to verify electronic media and website traffic statistics to agreed industry standards, as defined by JICWEBS. The Joint Industry Committee for Web Standards (JICWEBS) is a body created by the UK media industry. Its aim is to ensure the independent development and ownership of standards for measuring the use and effectiveness of advertising on electronic media. (www.jicwebs.org) ABC ELECTRONIC is a not-for-profit, industry-owned organisation that works with, and on behalf of, advertisers, media buyers and media owners to provide third party, independent auditing services.