FAS-FAX Includes Reader Profile Info

As part of their newspaper FAS-FAX report, members will now find a separate drop-in page displaying data for participating newspapers whose Reader Profile audits have been completed and released.

ABC’s Reader Profile service fulfills the demand for readership data by verifying independently-conducted newspapers readership research and publishing the results in a standardized format to simplify analysis.

"This initiative is intended to raise awareness of ABC Reader Profile data as an integral part of newspaper market analysis," said Terry Prill, newspaper strategist and special projects, Target Corporation.

In addition to reporting readership figures for the 56 newspapers whose Reader Profile audits have been completed and released, the FAS-FAX report indicates which newspapers are currently undergoing a Reader Profile audit or have one scheduled by including an "R" in the Special Services column.

John Payne, senior vice president, member services and strategic planning, emphasizes that "increasing Reader Profile visibility in FAS-FAX is an important initiative because ABC members rely on these reports for a quick, comparable, credible assessment of a newspaper’s marketing potential."