ABC's Jerry Wright on 'the need for speed' in publishing metrics

ABC Interaction 2012: In a candid address on the current state of the UK's publishing industry, Jerry Wright, chief executive of the Audit Bureau of Circulations, talks about the efforts being made to evolve the methodology of collecting data.

Jerry Wright: CEO of Audit Bureau of Circulations
Jerry Wright: CEO of Audit Bureau of Circulations

Wright discussed the changes in tablet editions of digital publications and said the ABC had changed the measurement process four times so far.

He said: "In the past that might have been seen as a sign of failure. Now I see it as a sign of success.

"It's really about recognising the need for speed in digital, being prepared to experiment and change things quickly as the industry develops new ways to reach consumers with new platforms."

Wright admitted that the system was not ideal, when asked if the evolving changes would lead to data being un-comparable at a later date, but iterated it would be worse to lag behind changes in the industry.

He said: "Where we can we want to make sure comparisons can be made over time, but if the things that we are trying to measure are changing so fast and substantially it's more important that we have a relevant and up-to-date measurement of those media platforms now."

Wright said the organisation, which audits the circulation figures for the publishing industry in print and online, has to accept that it "doesn't know what the answer is going to be and we can't put in place a solution that's going to last forever".

Watch the full interview with Jerry Wright, chief executive of Audit Bureau of Circulations below.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Out to lunch with Boisdale Life and David Emin: Jonathan Durden

Out to lunch with Boisdale Life and David Emin: Jonathan Durden

The Boisdale Life Big lunch with David Emin is a regular lunch date where a guest joins David for lunch at one of Boisdales restaurants.

Share
Beyond agile: what happens when keeping ahead is holding you back

Beyond agile: what happens when keeping ahead is holding you back

Marketing's love affair with agile marketing is well-documented, but how can the industry translate this rhetoric into business reality?

Share
Quiz: Are you suffering from digital overload or analogue anxiety?

Quiz: Are you suffering from digital overload or analogue anxiety?

Are you fighting a daily battle to balance multiple screens and numerous social networks? Or is your diary so laden with meetings that you rarely get a chance to attend to your equally full inbox? Take our quiz to see where you sit on our scale of stress, from extreme nonchalance to occupational overload.

Share

Get news by email