Circulation auditor enters the digital age in the UK.
The Audit Bureau of Circulations is a familiar fixture for media watchers.
An 'ABC number' has long been recognised as the standard third party measure of circulation.
ABC in the US began measuring iPad apps alongside regular magazine editions in March last year. Now it's doing likewise in the UK.
Since May 1st, newspapers and magazines with apps on the iPhone and iPad have been able to report traffic figures alongside print and website figures.
ABC will measure how many unique devices access the app, page impressions, average duration of app visits, and ad impressions requested by each device.
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Most UK national newspapers are committed to apps on iPhone and iPad, so these numbers look set to become scrutinised as carefully as print circulation and web site traffic.
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