ABC changes the way it reports online traffic

Media measurement body the ABC (Audited Bureau of Circulation) is to change the way it tracks online traffic.

It is to move away from offering a monthly figure to focusing on a daily number of unique readers for websites. Daily figures are inevitably higher than monthly ones as the latter includes a regular visitor to the site just once. The move is something that UK newspapers have been pushing for.

ABC has also tweaked its board to give more of a focus to digital media. In the future 25% of the ABC board will specifically represent the digital media industry.

Jerry Wright, chief executive at ABC, says "The new governance structure has been introduced to reflect and support the changing needs of the media industry, the growth of digital media and to set a clear direction for ABC into the future."

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