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Business

A new page for The Telegraph

As its digital subscriptions rise above print, The Telegraph has announced that it will no longer take part in the Audit Bureau of Circulations (ABC).

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The Telegraph is to remove itself from ABC results

The ABC is a non-profit organisation owned and developed by the media industry. It provides media brand measurement of print publications, digital channels and events.

In a statement, The Telegraph revealed that the reasoning behind its departure is that while it remains the highest selling quality newspaper, by circa 8,000 copies a day, the ABC metric is not the key metric behind its subscription strategy and is not how it measures its success.

The statement says: “We will be transparent with our core subscriber numbers which are omni-channel and we will communicate these numbers each month. We will share both volumes and average revenue per subscription.”

...while it remains the highest selling quality newspaper, by circa 8,000 copies a day, the ABC metric is not the key metric behind its subscription strategy and is not how it measures its success

In the same breath, the publication revealed that as of December 2019 it had more digital subscriptions than print subscriptions after experiencing a growth of 44% in volume of digital subscriptions.

The Institute of Practitioners in Advertising (IPA) has expressed concerns over The Telegraph’s departure from ABC.

Paul Bainsfair, director general of IPA says: “The IPA is extremely concerned by the news that The Telegraph is to pull out of ABC. ABC is an industry supported JIC [Joint Industry Currency] and as such produced trusted, independent and transparent data which is essential for Newsbrands trading.

“We know our members strongly support the independent, agreed JIC standards of ABC and a separate audit from elsewhere, which may not be in the public domain, does not give them the same confidence needed to support advertising expenditure. We urge The Telegraph the reconsider their approach and work within ABC to achieve their strategic aims.”



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