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MCA February 26, 2009. Agenda. BPA’s new web audit service BPA’s brand audits Events; Email; Database; Print Rule changes Under review. BPA, working with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members. Web Auditing.

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Mca february 26 2009

MCA

February 26, 2009


Agenda
Agenda

  • BPA’s new web audit service

  • BPA’s brand audits

    • Events; Email; Database; Print

  • Rule changes

  • Under review


Web auditing

BPA, working with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members

Web Auditing



Web auditing2

Response has been tremendous: the initiative

Over 200 sites have been tagged; another 150 are in the process of tagging

Web Auditing


Web auditing core metrics

Page impressions the initiative

Unique browsers

User sessions

Unique browser frequency

Page impression duration

User session duration

Executive summary

Web Auditing: Core Metrics


Web auditing process
Web Auditing: Process the initiative

  • BPA’s new web auditing process requires the placement of a java script tag at the bottom of each web page

  • When a web page is called and loaded, the tag executes and registers the count in the collector


Web auditing process1

Tagging is easy the initiative

BPA provides the tagging software, instructions, and support

Web Auditing: Process


Web auditing process2
Web Auditing: Process the initiative

  • BPA audits both the individual member and NOL

  • Member sites are audited to ensure proper tagging and exclusion of internal traffic

  • NOL system is audited by BPA’s certified CISA audit team


Web auditing3
Web Auditing the initiative

  • The result is a timely, reliable, and common standard for the members of BPA!

    • Note: Reliability, timeliness, and standardization were the “most important” characteristics identified by BPA members and non-members considering a web traffic monitoring, analytics, and reporting service provider.

      • Atenga , Inc, research study, July 2008


Web auditing4

Process Overview the initiative

Application and contract

Member provides full list of domains and sub-domains

Member provides full list of internal IP addresses

Web Auditing


Web auditing5
Web Auditing the initiative

  • Process Overview (continued)

    • BPA sets up account; provides username and password

    • BPA sends java script code (tag) and instructions

    • Member implements tag


Web auditing6
Web Auditing the initiative

  • Process Overview (continued)

    • BPA conducts a tag code audit on the site to identify properly tagged pages and missed pages

    • Counting starts immediately

    • Beta period allows for reconciliations


Web auditing7

BPA will provide help desk support for technical and procedural questions

Web Auditing


Let s visit the site
Let’s visit the site… procedural questions


Nielsen home page
NIELSEN HOME PAGE procedural questions


Login page sitecensus
LOGIN PAGE - SITECENSUS procedural questions


Sitecensus core
SITECENSUS - CORE procedural questions


Executive summary b to b breakdown by channel
EXECUTIVE SUMMARY - B-to-B procedural questionsBREAKDOWN BY CHANNEL



Daily email reports
Daily Email Reports… procedural questions


Web auditing8

Questions? procedural questions

Web Auditing


Bpa brand audits
BPA Brand Audits… procedural questions

  • Events, Trade Shows, etc

  • Email Newsletters

  • Database


Caution new rules
Caution: New Rules procedural questions


Electronic edition site licenses
Electronic Edition Site Licenses procedural questions


Site licenses

Defined: procedural questionsOne electronic copy of the magazine sent to an administrator at a subscribing company, and posted on the company’s intranet for multiple user access

Site Licenses


Site licenses1
Site Licenses procedural questions

  • Publishers can support…

    • the site license agreement, including the number of authorized users

    • the electronic distribution of one copy

  • No information about what happens on the other side of the company firewall


Site licenses2
Site Licenses procedural questions

  • For these reasons, in 2002 (when digital was first being discussed) the board voted not to allow site license distribution as qualified circulation

  • Only one digital copy per recipient qualifies


Site licenses3
Site Licenses procedural questions

  • In the Spring of 2008 site licenses were placed on the committee agenda

  • We learned not much had changed since 2002 – there is still no information about what happens on the other side of the company firewall


Site licenses4
Site Licenses procedural questions

  • As a result, in May 2008 the board voted to allow disclosure of site license distribution as “non-qualified” in the explanatory paragraphs…


Site licenses5
Site Licenses procedural questions

  • In August 2008 a task force of publishers, AD’s, and media buyers was created to review the entire BPA business statement

  • A new compromise was reached…


Paragraph 3a 4
Paragraph 3a/4… procedural questions


Paragraph 3b 5
Paragraph 3b/5… procedural questions


Paragraph 4 6
Paragraph 4/6… procedural questions


Site licenses6
Site Licenses procedural questions

  • Qualified circulation and site license seats may not be summed on the BPA report, but may be combined in promotional material


Paragraph 3b 5 qualification by source
Paragraph 3b/5 procedural questionsQualification By Source



Paragraphs 3b 5
Paragraphs 3b/5 procedural questions

  • A review of paragraph 3b/5 was included in the August task force meeting

  • Five recommendations were presented to our committees for review…


Paragraph 3b 51
Paragraph 3b/5 procedural questions

  • Consolidating one year circulation with two year circulation

  • Changing column heading to months rather than years

  • Eliminate the three channels of “request” and “communication”

  • Eliminate the two channels of membership benefit

  • Consolidate passive sources


Paragraphs 3b 51
Paragraphs 3b/5 procedural questions

1) Consolidating one and two year circ

  • All committees reaffirmed current reporting


Paragraphs 3b 52
Paragraphs 3b/5 procedural questions

2) Changing the column headings to months rather than years

  • All committees reaffirmed current reporting


Paragraphs 3b 53
Paragraphs 3b/5 procedural questions

3) Eliminate the three channels of “request” and “communication”

- North American committees in favor

- European committees opposed

- Board voted in favor

- Publisher may report separate channels


Paragraph 3b 52
Paragraph 3b/5 procedural questions

4) Eliminate the two channels of membership benefit

  • All advisory boards and committees were in favor of the change


Paragraph 3b 53
Paragraph 3b/5 procedural questions

5) Consolidate passive sources

  • All advisory boards and committees agreed to eliminate “independent field reports” and “licenses”


Paragraph 3b 5 effective jan 1 09
Paragraph 3b/5 (Effective Jan 1, 09) procedural questions

  • Proposed report format…


Paid subscription orders
Paid Subscription Orders procedural questions


Subscription orders
Subscription Orders procedural questions

  • Paragraphs 5 – 8 (business), 3a – 3d (consumer), report total new and renewed qualified paid subscription orders/sold for the period…


Subscription orders1
Subscription Orders procedural questions

  • The board approved eliminating the “length of subscription” and “how ordered” tables, since that data can be found elsewhere on the statement

  • New audit procedure eliminates batch testing – saving time/money


New reporting format
New Reporting Format… procedural questions

Will be renumbered 6


Late distribution rules
Late Distribution Rules procedural questions


Late distribution rules1
Late Distribution Rules procedural questions

  • Magazines with a monthly frequency may distribute copies up to the day before the next issue date before they are considered “late”

  • All other frequencies must distribute their copies the day before the last day not to be considered late


Late distribution rules2
Late Distribution Rules procedural questions

  • No one knows why there is a discrepancy

  • All advisory boards and committees voted to align the late distribution rules for all frequencies – to the day before the next issue date


Leading qualification forms
Leading Qualification Forms procedural questions


Leading qualification forms1
Leading Qualification Forms procedural questions

  • BPA rules state, “Whenever a questionnaire is used to elicit information from a recipient, the questionnaire and the attendant material shall not improperly lead the recipient to give the desired qualification data to receive the publication.”


Leading qualification forms2
Leading Qualification Forms procedural questions

  • Recently two subscription forms came to BPA’s attention for review

  • The first form noted which business/title classifications qualify for print editions and which qualify for electronic editions…


Leading qualification forms3
Leading Qualification Forms procedural questions

  • The board of directors felt this form was leading – the buyers believed a person would alter their response to receive a desired format


Leading qualification forms4
Leading Qualification Forms procedural questions

  • The second form is a web based form that advises the subscriber that they have not qualified for a free subscription and…

    • informs the subscriber of the minimum standards for a free subscription

    • offers the subscriber the opportunity to purchase a subscription


Leading qualification forms5
Leading Qualification Forms procedural questions

  • The board also felt this form was leading

  • You may inform a subscriber that they do not qualify, but you cannot tell them why they do not qualify


Mcsa street rack distribution
MCSA: Street Rack Distribution procedural questions


Mcsa street rack distribution1
MCSA: Street Rack Distribution procedural questions

  • In May 2005 the board passed a rule allowing qualified street rack distribution for consumer magazines

  • To be considered qualified the publisher had to obtain permission from the municipality governing the space


Mcsa street rack distribution2
MCSA: Street Rack Distribution procedural questions

  • We have since learned that in Washington DC, the municipality does not govern street racks

  • Publishers want to comply, but there is no one to give them “permission”


Mcsa street rack distribution3
MCSA: Street Rack Distribution procedural questions

  • The board approved the following change…

    • “If street racks in public places are not governed by a municipality or any authority, no permission is needed. Rack location, issues and copies per rack, shall be provided to the auditor.”


Thank you
Thank you! procedural questions


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