In December 2003, the Audit Bureau of Circulation (ABC) announced that digital publications - exact replicas of print editions that are published online - would be included in circulation figures for print publications. But the AOP insists this is not enough.
"The ABC total circulation headline is the buying currency for print media," said Alex Daley, head of the AOP.
"ABC has agreed that digital circulation should feature on the certificate, but not as part of the total circulation.
"We are arguing that a digital replica is essentially the same product, with the same value, so should be included."
In a letter to Chris Boyd, chief executive of the Audit Bureau of Circulation, the AOP states that, although delivered through the internet, digital publications are simply an additional delivery format for the print publication. It says that digital publications should be treated in the same way as the recent compact editions of broadsheet newspapers.
AOP, whose members include Times Newspapers, Associated New Media and Haymarket publishing, believes that digital publications will become even more integral to the publishing business, and that a level of standardisation is required to encourage other publishers to take up the format.
"Though a step forward, the move does not afford publishers a good enough reason to have digital circulation figures audited by ABC," states the AOP in its letter to ABC.
"Digital publications are increasingly being developed by publishers for many reasons, including higher value for advertisers, lower distribution costs and the possibility of reaching new audiences."
To highlight the effectiveness of the e-publication format, a selection of digital publications will be available on the AOP web site from mid-February. Access to these editions, which are published by a variety of AOP member organisations, will be free.
See also:
http://www.journalism.co.uk/news/story805.shtml
http://www.journalism.co.uk/news/story755.shtml
http://www.journalism.co.uk/news/story771.shtml
http://www.journalism.co.uk/news/story643.shtml
http://www.journalism.co.uk/news/story527.shtml
http://www.journalism.co.uk/news/story348.shtml
http://www.ukaop.org.uk
http://www.abc.org.uk
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