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COMPANIES TO OFFER JOINT WEB AUDITS

BPA International of New York and the Canadian Circulations Audit Board have begun offering joint web audit services in Canada. The two companies are operating under the same standards BPA currently uses in the U.S. and Europe. Measurements include general traffic by page impressions, verification of registered users' demographics and ad audits based on ad impressions and click-throughs. Patrick Sweeney, the CCAB's president, said in a release that the two companies already use the same standards in auditing business publications and consumer magazines, so joint web auditing is a natural step. The CCAB audits circulation for 367 business publications, consumer magazines, newspapers and direct marketing lists , as well as 160 advertisers and ad agencies. BPA International encompasses 1,788 business publications and special-interest consumer magazines, as well as 2,000 advertisers and ad agencies worldwide.

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