The National Post sums it up

The newspaper is the first in Canada to release a Consolidated Media Report by the Audit Bureau of Circulations. Starcom's Christine Saunders says the report is a 'leap forward' for print.

The Postmedia-published National Post has become the first Canadian newspaper to release a Consolidated Media Report from the Audit Bureau of Circulations.

The report summarizes readership and engagement data across various media channels and is customizable by company, Joan Brehl, vice president and general manager, ABC tells MiC.

‘It’s not a standard report,’ she says. ‘All the information is in one place, it’s a one-stop shop for the media footprint of the brand.’

The consolidated report represents a leap forward for the print industry, says Christine Saunders, SVP and group director at Starcom MediaVest Group.

‘I think this is where the industry needs to go – I can’t wait for magazines to follow, personally. This really allows us to follow the audience as they consume their media brands.’

The report for the National Post, which claimed an average Monday to Friday paid circulation of 139,897, also included information on its web traffic (10.29 million monthly page views according to ComScore), Tumblr blog and Twitter statistics for its main feed as well as individual writers, such as personal finance columnist Jonathan Chevreau who has 34,533 followers. Download information for Postmedia’s iPad application is also included in the report, which says the National Post Reader App has been downloaded 109,884 times since December 2010 and the Financial Post app 5,622 times since being released on January 10, 2011.

Brehl says the Consolidated Media Report is available for consumer magazines, although none have signed on as of yet.

The next step, Saunders says, is to get Canadian magazines on board with cross-platform measurement.

‘Personally, I’m desperate for it for magazines,’ she says. ‘Readership is dropping dramatically, so where are [readers] going? I don’t think magazine websites are as strong as they will be in the future, maybe that’s why they are a little slower on this. Magazines have got to get on track with this. It is their future.’