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As the evolving media landscape continues to change, so does the way in which media owners measure a brand's reach and impact across various properties. To stay competitive—and relevant—in the marketplace as an auditing authority, BPA Worldwide has changed its rules on several aspects of magazine reporting.
One of the most notable changes is that the auditor will no longer require that members use the BPA proprietary tag powered by Nielsen.
“The change was prompted by the member feedback,” says Glenn Hansen, president and CEO of BPA Worldwide. “We had hit close to 700 sites and we have nearly 2,000 members. The question to the other 1,300 was what’s preventing you from doing this? Some had said they were using other analytics providers. The two that were named more often than not was Google Analytics and Omniture.”
Beginning July 1, BPA will now work with other existing Web analytics tags, including Omniture SiteCatalyst tags and or Google Analytics. The auditor decided to make these changes based on comparative analyses of tested data, recommendations from its members and a vote of approval from the BPA board.
Implementing robotic voice renewal and interactive voice response, a way to replace telemarketing services and costs, was also approved by BPA. Another change came in the form of the inclusion of magazine applications for tablets and mobile phones—their demographics and figures can now be verified and audited due to the changes apps have undergone since their proliferation.
“Now that there is an interstitial registration form that pops up when you get into an app, it can capture who you are, your email address, maybe your physical address and necessary demographic questions,” says Hansen. Because these demographics can be captured, the use of the data can now be incorporated into an audit to determine a brand’s footprint.
The reporting of applications is only an option for publishers that have magazine applications, not for utility or tool driven applications. The board also voted to allow publishers to pre-populate electronic subscription forms with the previous year’s data. The maximum age of previous demographic data cannot exceed three years in age, and the subscriber must be asked to review the data and press a single confirm button to agree the information is correct before completing the renewal.
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