We are all familiar with the publication auditing bureaus that serve many of the trades we’re involved in, independently ensuring that print publications’ circulation claims are valid, which has proved beneficial for both sides: selling print space and buying it.
Business-to-business marketers have for years been pointing to that model, asking when trade shows can get on board. And, as of relatively late, we’ve asked the same questions about e-newsletters and even websites: When can/will more of them be audited, so we have an independent validation of their audience … and we can make sure it matches up with our targets? All along, we’ve been saying that — like with the publishing realm example — this can be a win-win, for marketers, exhibitors, and buyers, as well as trade show organizers and online/digital communications channels.
We could be getting closer. B to B Magazine reported in October that BPA Worldwide (the foremost auditing bureau) is testing a new audit format called the “Brand Reach Audit.” Read about that and how American Business Media (ABM) plans to now include B-to-B digital spending in their reporting mix.
Tags: B-to-B, trade media
BNP Media has had its publications’ sites (including my http://www.siteprepmag.com) audited by BPA Worldwide and Nielsen since the beginning of this year. Our CEOs wanted to be us to be at the forefront of Web auditing.
Thanks for the comment, Kimberly. I’d be interested in knowing the depth of your website audit — and others that are finished or in-progress. Print media audits are of course quite extensive … How do the website audits compare to print and are what are the limitations? I’d assume that website registration and user profiles are the only way to truly know the online audience breakdown. Websites have struggled with this in the past, I know, because they want to be as user-friendly as possible without too many restrictions. Would love thoughts from you or anyone else.