ABC, PMB launch Canadian magazine research service
By Adnews Staff
The Audit Bureau of Circulations and the Print Measurement Bureau have begun jointly operating a co-branded subscriber profile research verification service for the Canadian magazine industry. The service will be based on ABC's U.S. subscriber profile service, adapted for the Canadian market. It is aimed at Canadian magazines which cannot be measured by PMB for technical reasons and which qualify for an ABC audit. "We are often contacted by smaller circulation magazines asking how PMB can help them," said PMB president Stephen Ferley. "Under this new arrangement with ABC we can now offer the expertise of PMB to the huge number of Canadian titles which fall outside the technical scope of the full PMB study, by conducting subscriber profile studies according to a template jointly agreed by reputable industry organizations." The purpose of the service is to produce credible research on Canadian magazines that will carry more weight with media buying companies than proprietary research conducted by individual magazines.