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BPA Rule Change Webinar June 2013. Agenda for the Day. BPA Brand Report Redesign and rollout plans Rule Amendments (3) Telemarketing; Publicity; Newspaper Digital Editions Update Audit Pricing and Rate Card New Rule Sections and Rulebook Design. Advisory Committee Meetings.
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BPA Rule Change Webinar June 2013
Agenda for the Day • BPA Brand Report • Redesign and rollout plans • Rule Amendments (3) • Telemarketing; Publicity; Newspaper • Digital Editions Update • Audit Pricing and Rate Card • New Rule Sections and Rulebook Design
Advisory Committee Meetings • US Audience Development (B&C) • European Audience Development • Canadian Newspaper and Magazine Audience Development • US Teleservices • US Fulfillment • US Media Managers • US Publishers
Advisory Boards • Executive Committee • Auditing Policies Committee • Board of Directors
Brand Report • First Brand Report was issued in Dec. 2009 • Currently over 300 members reporting • First versions were designed by BPA • Members have requested more aesthetically pleasing and “contemporary” Brand Reports • BPA used outside designers to develop options • BPA Board voted to remove the “grand total” figure from the Executive Summary
Brand Report Formats Removal of the “Grand Total” figure- • Sum of various media channels (without identifying duplicates) causes confusion and adds no additional value • Does not represent the brand’s total reach to unique individuals
Brand Report Formats Removing “Grand Total” figure • Grand Total of “what”?? • Total of averages across many channels (with various frequencies) not individuals • Not a reliable or valid number • It adds little value • It causes more confusion
Brand Report Formats Example - Email Newsletter distribution • Different data sets available across various channels of distribution (delivery only, no date of request, no demos, etc.) • “email address only” records People often have multiple email addresses Unknown identity, company or physical address • Multiple e-newsletter distributions (morning and evening newsletters to the same list)
Brand Report Formats • Without de-duplicating the channels against each other – can open the door to double or triple counting (or more) of the same names in Total • Adding social media to the Grand Total gets cloudier. A single individual may be registered with several forms of SM or have multiple log-in names • Adding various channels together is like adding apples and oranges and is essentially meaningless
Brand Report Formats • Given the challenges in identifying the number of individuals, the “Grand Total” number will be removed for now • BPA will begin a study and search for alternate methods of reporting a more meaningful value-adding metric • Any feedback from the membership is welcome
Brand Report Formats Redesign- • Single Channel Brand Report • Portrait and landscape • Multi Channel (Horizontal) Brand Report • Portrait and landscape • Multi Channel (Vertical) Brand Report • Portrait and landscape
Brand Report Formats • Having two reports is beginning to confuse the market (circ statements and Brand reports) • Effective with December 2013 reports, all will be in the Brand format (even single channel) • There will be no more “green” or “pink” magazine circulation statements
Telecommunication Request • BPA remains the only audit bureau to require recordings for telecommunication efforts • Serves the best interest of the industry • Is comparable to written and internet sources • Other benefits: • Allows multiple requests in a single call • Eliminates the need for a PIQ • Decreases confirmation costs
Telecommunication Request • Publishers are still having difficulty reaching the primary subscriber • Often they connect to: • Boss, Co-worker, Assistant • The present rigid structure of telecom scripts impedes “direct request” telecom efforts
Telecommunication Request • Current rules allow for a spouse or authorized assistant to make a request on behalf of a subscriber • Supervisors, peers or subordinates may not, they are considered “company requests” • It is believed that a supervisor is often in a better position to request for a subscriber rather than their authorized assistant
Telecommunication Request • Board approved: • Subscriber = direct request • Boss = direct request • Admin for Boss = direct request • Co-worker = company request • Subordinate for Boss = company request
Telecommunication Request • Current Rule: Qualified recipient’s authorized assistant may request on behalf of recipient by affirmatively responding to: • “Do you provide administrative support for ___ that includes the ability to request subscriptions for him/her?” • “Do you provide administrative services for____ and are you (allowed/eligible/permitted) to request a publication on their behalf?”
Telecommunication Request • Script requiring confirmation of administrative function and “authorized” to make a request has been problematic – often leads to a rejection • Many markets and situations do not have “administrative functions”
Telecommunication Request Rule change- • Revised wording: ask for recipient; their supervisor or assistant. No “authorized” question needed • Supervisors allowed to count as “request” for their subordinates • Eliminate the “Admin/Auth” question • Staff confirmed with USPS and DCH that these changes would not affect postal status or request circulation funding
Publicity - Comparisons • Current rules only allow circulation comparison of same periods • This rule often leads to frustration for our members • Publishers with current statements must wait for competitors’ statements to prepare comparisons – this wait can be days, weeks, or even months
Publicity - Comparisons • If a publication in the competitive set does not have a current statement there are two options: • Use old data for the entire comparison • Use new data for those that have it and exclude those that do not • BPA is launching an automated compare tool that must pull data from the most recent BPA report, regardless of the period covered; it cannot research the last time all members have common period statements and render only those reports
Publicity - Comparisons • To ease the frustration of members waiting for statements and to allow our new compare tool to work with maximum efficiency, the Board approved a change of the publicity rules to allow comparisons of the “most recent” report, regardless of the period covered
Multi-platform Reporting • In December 2011 BPA changed the global newspaper rules to allow for multi-platform reporting • The new format reports subscribers receiving: Print, Digital Replica, Digital Non-Replica, and also reports Unique Recipients
Multi-platform Reporting • The Canadian committees and advisory boards continued the discussion over the past six months • Non-replica digital editions are growing in Canada and the rules needed to be updated to accommodate publishers who wish to report multi-platform subscribers • Such copies were inconsequential in 2012, but will grow with 2013. We will be working with committees for the reporting 2013
Digital Editions • December 2012 we passed rules for reporting qualified digital copies served through apps • Digital subscriptions purchased via tablets/mobile device reported as paid from first copy • Combined print/digital paid subscriptions require subscriber to “authenticate” through device/app • Non-paid subscriptions require subscriber to “authenticate,” and access once every six months
Digital Editions • We met with all committees to see how implementation is progressing and to learn “what’s next?” • Paid consumer publishers seem to be the furthest along on reporting digital copies served through apps • Back end authentication process up and running • Controlled still WIP
Digital Editions • Most digital solution providers are building in the MPA reporting metrics into the basic dashboards • The data has been enlightening for publishers, but few are including the data in sales materials – yet
Digital Editions • What’s next? • Most vendors are building POP offerings for access to multiple digital products (Netflix) • Consumer • Newspaper • Business (not much interest) • One vendor submitted an app into Apple with a registration form (waiting on feedback)
Digital Editions • Digital insight from Adobe DPS… • Digital issues delivered increased 6x in the last two years • Acquisition of digital content: • Paid digital subscriptions – 34% • Paid print + digital – 35% • Free – 22% • Paid single copy – 10%
Digital Editions • Adobe continued… • Digital readership grew 150% in the last six months • Interactive issues perform much better than pdf (downloads, sub revenue, ad revenue) • How are people reading digital content: • 75% tablets • 23% smart phones • 2% other
Brand Rate Card First issue – Audit Rates: • BPA’s Board has voted to maintain current rates, there is no rate increasethis year Second issue – Rate card: • Working on creating a streamlined, value-added rate card
Brand Rate Card • BPA’s Brand rate card allows members to bundle the following: • All media channels • Membership dues and production fees • Allocated audit time is applied to all audit services: print, digital, confirmations • The goal was to facilitate cost-effective reporting of multiple media channels and minimize the number of BPA invoices
Brand Rate Card • Some members have expressed concern about rising additional hour costs • Some members feel the rate card does not clearly communicate the final audit/BPA costs • Despite our many efforts to communicate costs, too many members are surprised with additional hour charges at the end of the audit
Brand Rate Card • Staff discussed these challenges with the committees and Board and advised the groups that we are working diligently to streamline our audit process (new testing, new worksheets, new automated tools) • We are also revisiting the rate card
Brand Rate Card • No two brands/audits are the same, one rate card may not apply to all • Customized billing by member based on history and complexity of reporting? • Staff will continue to evaluate the current rate card and model different solutions • We will report in December with our results
BPA Worldwide Rules • New rules created (6 new sections): • Brand Rules • Database • Document Download • Email Newsletter • Social Media • Webinar
BPA Worldwide Rules • Existing rules - layout redesign: • Business Publications • Consumer Magazines • Newspaper • Canadian Community Newspaper Rules • Canadian Daily Newspaper Rules • Global Newspaper Rules • Website Rules (formerly Interactive Audit Rules)
BPA Worldwide Rules • Existing rules - layout redesign (cont): • Consolidated sections, removed redundancies • Obligations • Eligibility • Procedures to apply for membership • Conformance and common requirements • Kept specific requirements and definitions within each audit services sections
BPA Worldwide Rules • New Rule Numbering • Eliminated letter references • B-Business • C-Consumer • N-Newspaper • Systematic approach with grouping applied
BPA Worldwide Rules • Created three sections for new layout: • Section I: BPA audit services • Section II: “Special Marketing” audit services • Section III: Steps for applying to BPA, obligations and compliance