The Audit Bureau of Circulations has provided a life line for struggling magazine publishers in the U.S. and Canada by making it easier and more rewarding to push content and advertising onto Appleâ€™s iPad and other tablet computers that also serve as reading devices.
ABCâ€™s board today announced that it has modified the definition of a digital edition. It no longer has to be a in a layout identical to a print edition. A magazineâ€™s digital version now only has to include the print versionâ€™s editorial content and advertising â€“ without being identical in its presentation.
The modification means that publishers can count iPad or other e-reader subscriptions, such as those on Amazonâ€™s Kindle, as part of a magazineâ€™s overall circulation as long as all the same editorial and advertising material is included. And that is crucial for print publishersâ€™ rate base, the circulation they guarantee to advertisers. The rate base helps determine what they charge for ads.