Newspapers Can Include App, E-Reader, and Mobile Web Data in ABC's Consolidated Media Report

ARLINGTON HEIGHTS, Ill., and SAN DIEGO (April 21, 2010) — With use of mobile media growing dramatically, the Audit Bureau of Circulations’ interactive unit, ABCi, announced it is teaming with Verve Wireless to audit newspapers’ mobile content delivered via the Verve publishing platform. As a result, ABCi is now able to provide newspaper publishers and advertisers with independently verified mobile usage data generated from apps, e-readers, and mobile browsers.

A growing number of newspapers are using ABC’s Consolidated Media Report (CMR) to detail the reach and breadth of their multimedia advertising channels, including mobile platforms. Now publishing clients of Verve can report on their CMRs such measurements as:

• Mobile audience by device type
• Mobile audience by day and day part
• Audience access points (app, mobile browser, e-reader)
• Unique visitors
• Page views

Verve Wireless is a leading provider of mobile publishing and advertising technologies to local media companies. It works with more than 600 newspaper publishers in the U.S., Canada, and Europe. According to Verve:

• It anticipates serving more than 2.2 billion mobile news pages in 2010.
• Mobile advertising revenues have grown across Verve’s network of media partners 30 percent each month since November.
• In March, more than 160 million mobile news pages were served, a 214 percent increase year over year.
• More than nine million readers accessed news from mobile devices via Verve’s mobile publishing platform in March, representing a 243 percent increase compared to the prior year.
• More than four million of its mobile news apps have been downloaded to devices like the iPhone, iPad, Blackberry, Nokia, and Windows smartphones.

“It’s clear that mobile represents the next generation of publishing,” said Art Howe, CEO of Verve Wireless. “In order for advertisers to have confidence in the medium, there has to be accountability and verifiable usage statistics. ABC’s interactive audit services are ideally suited to audit user data across all mobile technology platforms, all devices and all networks.”

According to a 2009 ABC survey on the mobile publishing market, more than 80 percent of respondents said consumers would rely more heavily on mobile devices as a primary information source in the next three years. Nearly 70 percent agreed that mobile was receiving more attention at their publication, with one third convinced that mobile would have a significant revenue impact within three years.

“With all the buzz around the iPad and with use of mobile browsers exploding, newspapers and their advertisers are increasingly interested in seeing mobile metrics detailed in ABC reports,” said Michael Lavery, ABC president and managing director. “We’re pleased to be working with Verve to provide a valuable new audit service to our members in the U.S. and Canada.”

About ABC

ABC is a forum of North America’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and Web site usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of Web sites and digital ad-based technology. To learn more, visit www.accessabc.com.

About Verve Wireless

Based in Encinitas, Calif., Verve Wireless Inc. and its proprietary Verve Local Gateway allow marketbased media companies and advertisers to seamlessly extend their reach into mobile devices across all major carriers and networks. Verve Wireless currently works with more than 600 leading media companies from the U.S., Canada, and Europe including dailies, radio, local broadcast stations, and online properties. For more information visit www.vervewireless.com.