UBM’s built environment titles, which include Building, Property Week and Building Design, will no longer be audited by the Audit Bureau of Circulation, the company has confirmed.
Nina Wright, the deputy chief executive of the built environment titles, said they would instead be audited Pricewaterhousecooper (PWC) using a similar system to the one adopted by the Financial Times last year, which uses the Average Daily Global Audience (ADGA) measure, but will be measured using weekly reach as opposed to daily.
It records the number of people who read titles in both print and online. The measure combines data from readership surveys, print circulation data and unique user and browser figures, but will not count “duplicates”, meaning people who read the titles online and in print should only be counted once.
The measure will also include demographic information on the job roles of its readership, which the company said was critical for its advertising campaigns, and will allow it to include users that access content via mobile devices, three of which have been launched with the UBM built environment portfolio in the last year.
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Wright said the reason behind the move was the ‘fundamental switch from one main platform to multi-platform’in recent years.
The new measure gives advertisers and customers a ‘much better understanding of the quality and quantity of our professional audience’she said.
‘We’ve been talking with our customers about how we measure and present our audience for the last 18 months to two years,’said Wright. ‘We’re not alone in this.”
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