BPA Featured Article

Board of BPA Worldwide Approves Changes in Web Traffic Auditing and More

By Tracey E. Schelmetic, TMCnet Contributor
June 07, 2012

The board of BPA Worldwide has reportedly approved amendments to several rules, most of which will go into effect with the June 2012 reporting period. BPA Worldwide, which is based in Shelton, Connecticut, audits the circulation of business-to-business and consumer magazines. It also provides audit services for newspapers, websites, events, e-mail newsletters, digital magazines and other advertiser-supported media produced by its members. BPA Worldwide is the largest auditor of media in the world in terms of membership. Its audited data provides media owners, advertisers and advertising agencies with independent assurance that they are reaching the right audiences.

Among the changes authorized by the board, BPA will now allow members involved in web traffic auditing to use “tags” other than the BPA proprietary tag (News - Alert) from Nielsen. In addition, BPA can now work with other existing analytics tags, such as those in Google Analytics or Omniture SiteCatalyst. This change will go into effect on July 1, 2012, B-to-B Online is reporting this week.

BPA also approved the reporting of copies of publications served through apps as a qualified circulation for members using such gateway mechanisms as registration and pay walls. In addition, the BPA board has approved the use of pre-populated electronic subscription forms — including web, e-mail and text forms — with the previous year's data. Finally, BPA approved the use of Interactive Voice Response (IVR) by telemarketing companies for qualifying and re-qualifying subscribers.

To help publishers better understand the new rules, BPA plans to host a free Webinar on June 13 to review the changes. For more information, visit here. The event will be moderated by Russ Haderer, BPA Worldwide's senior vice president.

Edited by Brooke Neuman


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