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Audit Bureau of Circulations Singapore announces new reporting rules for newspapers and magazines in print and digital formats

Singapore, 10 August 2012 – The Audit Bureau of Circulations (ABC) Singapore today announced a new set of rules and guidelines for auditing and reporting of circulation numbers of newspapers and magazines to include digital editions. It fine-tunes the current rules for print editions. The new rules and guidelines will apply immediately in the current audit and certification.

This follows a year-long review by ABC in 2011 to examine the industry’s evolving needs for statistics in media reporting and verification. With increasing proliferation of personal computers, smartphones and tablets, consumers are gradually migrating to digital platforms for consumption of news, information and entertainment. The multitude of digital platforms complements the traditional print media and presents numerous opportunities to advertisers and publishers in reaching out to a wider audience. Publishers and advertisers are embracing and responding to the changing media landscape by actively developing digital strategies to deliver their editorial and advertising content.

ABC recognised the need to revamp its circulation audit rules to include digital editions as part of the total distribution and circulation of publications. With the inclusion of all media formats, the revamped ABC audit report and certification would give a comprehensive picture of a publication’s total media footprint. This would provide media buyers and sellers with thorough and reliable data of each publication.


Please refer to Annex A for a summary of the revamped audit rules and guidelines.


Mr Arthur Sung, Chairman ABC Singapore, said: “Given the speed and magnitude of digitalisation across the media scene right now, ABC feels strongly the need to put in place an auditing process to better account for the growing users within the digital editions of the numerous publications that are already established in the market. We are proud to have arrived with this new robust auditing process to tackle these growing digital platforms and see this initiative as an important first step to keep pace of our service offerings with the changing communications world.”

Ms Irene Ng, VP of Sales, Samsung Asia Pte Ltd, said: "With the consumption of digital media gaining momentum, an independent audit process to ascertain the end users of such platform is definitely important as it adds another level accountability to our media investment. I am sure our media owners would see this as an added validation to the usage of online media."

Mr Adam Hemming, MD, Zenith Optimedia, said: "With the proliferations of consumers accessing media content via digitally enabled platforms, this initiative by ABC to independently account for such users and their consumption within these digital editions of print medium is definitely timely. Especially so when we anticipate this trend of consuming content via digital format will continue to explode. This independent audit will serve our industry well to account for the effectiveness on such media."

Issued by Audit Bureau of Circulation Singapore Pte Ltd
Co. Reg. No. 198401125D
38A North Canal Road
Singapore 059294
Tel: 6836 0600
Fax: 6836 0700


For media enquiries, please contact:

Bernard Chan
Chief Executive Officer
Association of Accredited Advertising Agents Singapore

Yeo Koon Teck
Manager, Industry & Marcom Services
Association of Accredited Advertising Agents Singapore

DID: 6836 0600
Fax: 6836 0700


About ABC Singapore

ABC Singapore is jointly owned by the Advertising Media Owners Association Singapore (AMOAS), Association of Accredited Advertising Agents Singapore (4As), and the Singapore Advertisers Association (SAA). It is managed by a Board of Directors comprising three representatives from each owner organisation.

The function of ABC Singapore is to audit and certify circulation data for newspapers and magazines. The circulation data are used as by advertisers, advertising agencies and publishers reference to evaluate, promote and sell different media platforms.