Agenda for the Day• Direct Request Rule Changes
• Personal Identifier for Electronic Forms
• App Download Reporting Change
• Digital Magazine Metrics
• Newspaper Update (Canada)
• New Brand Report Format
• Old Items
Advisory Committee MeetingsThe genesis and path rule changes take:
• Advancements/changes in technology
• BPA Member makes request for review
• Members asking similar questions about a rule
• These are then presented to various committees as agenda items
• Ultimately, the BPA Board reviews them, with any comments and recommendations made by the committees, and rules on them
Direct Request: Telecommunication
• In May 2013, publishers were still having difficulty reaching primary subscribers
• Often they connected with:
– Boss, Co-worker, Assistant
• Previous rigid structure of telecom scripts were impeding “direct request” telecom efforts
Telecommunication Request
• The Board approved a rule change to allow supervisors to request for subordinates and redefine “assistant” requests
• The supervisor change was well received; the assistant change was still proving to be a challenge
What drove the original “assistant” change?
• Supervisors don’t provide administrative support for their staff
• Some telemarketing companies were found to be stretching company requested copies into direct request categories– Further compounded by B2B market segment
• Failure to confirm an administrative/ authorization question (= driving up costs)
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Direct Request: Telecommunication
• Some telemarketing companies attempted to “help” define the role of an assistant to someone at a company who had taken the call
• It appeared that in some cases TSRs were trying to make co-workers qualify as assistants
– Do you open mail for…
– Do you take messages for…
– Do you provide any support for…
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Direct Request: Telecommunication
The change from the “assistant” rules definition was meant to be simple:
• If person spoken to was not the actual assistant (in job title or job function), then the request would not be recorded as a direct request, it would be classified as a “company request”
• If there was no assistant, then the call would be either Company Request or could be terminated and tried again later
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Direct Request: Telecommunication
• Faced with having to speak with actual assistants, teleservice companies started to see orders drop 10 – 40% and costs rise 20%
• The principle issue is that in most markets assistants are few and far between (by both job title or job function)
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Direct Request: Telecommunication
What we’ve learned:
• We live in changing times
• In general, the “assistants” role is declining
• In many vertical B2B markets, there are no assistants
• People are working in teams
• Colleagues support each other, but do not necessarily provide “administrative support” to each other
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Direct Request: Telecommunication
Proposal:
• Change qualitative aspect of a direct request; make it quantitative
• Rather than seeking job titles or attributes, define “direct” request by the numbers
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Direct Request: Telecommunication
Proposal (continued):
• In a single phone call
• 1 to 1 = direct request
• 1 plus 1 other = both direct requests
• 1 to multiple = company request
• No change to paragraph 3b, age and source
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Direct Request: Telecommunication
• BPA teleservices committee researched and provided historical campaign feedback
How many completed calls are:
– A. direct to the subscriber
– B. co-worker requesting for one co-worker
– C. co-worker requesting for multiple co-workers
• Teleservices companies found that 95-100% of their results are A and B
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Direct Request: Telecommunication
• Based on this information, it was proposed:
• In a single phone call:
– One person requesting for one other co-worker both names are considered a direct request
– One person requesting for more than one other co-worker the other names are company requests
– No change to paragraph 3b, age and source
• There was unanimous approval by the Board
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Direct Request: Telecommunication
Example 1:
• Subscriber: John Smith
• Caller reaches John. John may request for himself = direct request
• John may request for one other person. That individual is recorded as direct request
• If John requests for more than one other person, then all of the others are company requests (John himself remains a direct request)
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Direct Request: Telecommunication
Example 2:
• Subscriber name: John Smith
• Caller reaches Sarah Stone
• Sarah may request for John and herself, both are direct requests
• Sarah requests for herself and also John Smith and Bill Blair too. Sarah is a direct request, John and Bill are both company requests.
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Direct Request: Telecommunication
Other considerations:
• Spouse may request the publication on behalf of the qualified recipient = direct request
• The name and job title of the co-worker spoken to must be obtained. If not collected, these are considered communication other than request (1-2 515f and
1-3 515f)
• The rule changes also apply to written and electronic sources, business & consumer pubs
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Direct Request: Telecommunication
Background on issue:
• Publishers continue to express concern about using personal identifier questions
• Subscribers are reluctant when asked personal data that is unrelated to the task at hand
• Result: customer service issues and negative impact to response
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Personal Identifier for Electronic Forms
Considerations:
• Only subscriptions (obtained electronically) for print and digital publications require a personal identifier question (PIQ)
• Not required for other channels such as:– Email newsletters
– Webinar/event registrations
– Whitepaper downloads, etc.
• These other channels may be included on a Brand Report without requiring a PIQ
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Personal Identifier for Electronic Forms
• In May 2012, while conducting tests on pre-populated web forms, BPA tested subscriber recall and response accuracy for web subscribers
• Based on positive results of our tests, media owners are now allowed to pre-populate web forms
• Confident with our test results and BPA’s robust confirmation process, the Board approved the elimination of the personal identifier question for web and electronic qualification forms
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Personal Identifier for Electronic Forms
• App downloads are single actions
• Reported monthly
• Aggregated to a cumulative total, averaged for the 6-month period
• It was suggested the current format for reporting App downloads may be misleading
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App Download Reporting Change
• It could be confused that the aggregate average total for the period was the actual average number of downloads for a 6-month period
• Since App downloads is a cumulative figure covering multiple periods, better to report total downloads at the end of the period
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App Download Reporting Change
• The new App table design shows:
– beginning balance
– month-by-month download figure
– cumulative number of Apps downloaded
• The ending cumulative total will match the figure reported in the Executive Summary of the Brand Report
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App Download Reporting Change
• BPA reporting digital editions since 2002
• Similar to print, it was limited to successful distribution and delivery
• Over the years, BPA revisited reporting metrics
• Always been an option to report engagement
• Until recently, not much interest in reporting any type of other engagement activity –market forces may be affecting this
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Digital Magazine Metrics
• In 2012, MPA issued five optional tablet metrics based on usage and activity
• Adobe DPS has incorporated the MPA metrics into their baseline reporting dashboard
• More digital vendors are likely to follow
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Digital Magazine Metrics
• The IFABC Digital Publications Standards Committee recently approved new optional engagement metrics, including:– Active Views
– Number of Sessions per issue
– Time Spent in Issue per Individual Device
– Number of Sessions in Issue per Individual Device
– Number of Pages Accessed
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Digital Magazine Metrics
• Active Views-– Single copy of a publication actively opened by a
device for viewing
– Minimum of one page of an issue opened/served onto a device
– Must be a distinct action made by the end user. Any push and automatic open must be followed by a second page being opened to count as “active”
– If reported, active views shall be reported on an issue-by-issue basis
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Digital Magazine Metrics
• Number of Sessions per Issue-
– Aggregate number of times an issue was accessed by all unique browsers (individual devices)
• Time Spent in Issue per Device-
– Time spent on average in the issue across all unique browsers
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Digital Magazine Metrics
• Number of Sessions in Issue per Device-
– Average number of times each unique browser accesses the issue being reported
• Number of Pages Accessed-
– Total unique pages accessed for each issue by unique browsers
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Digital Magazine Metrics
• Transition started to new Brand Report format
• Optional for daily and community newspapers for Dec ‘13 and March ’14 reporting periods
• CCAB Newspaper Brand Reports have a new 12-month reporting period
• Also, no “aggregate total” of all channels will be allowed
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Newspaper Changes - Canada
• Community Newspapers:
– Format changes include some category changes as well as the order to include non-paid categories before paid circulation.
– Will incorporate the above changes in format for TRAC (Trend Report About Circulation)
• Tim Peel in Canada is planning meetings with newspaper members there to review these changes in more detail
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Newspaper Changes - Canada
Brand Report Formats
• Effective with December 2013 reports, all members will be reporting in the Brand format (even single channel)
• There are no more “green” or “pink” magazine circulation statements
• These will facilitate additional media channels
• It’s still possible to add channels on the December 2013 reports & prepare for the June 2014 reporting period
Brand Report Formats
• Contact your Brand Development Managers or Regional Managers for further questions and guidance on adding more audience channels
• In the US, call:
– Sammy Garrett (203) 447-2858
– Eric Hedman (203) 447-5611
– John Brooks (203) 447-2811
Or email them at: [email protected]
First issue – Audit Rates:
• In May 2013, BPA’s Board voted to maintain current rates, therefore no rate increase this year
Second issue – Rate Card:
• Working on solutions to create a streamlined, value-added pricing system
Brand Rate Card
Brand Rate Card
• No two brands/audits are the same, one rate card may not apply to all
• Customized billing may be the resolution based on the history and complexity of reporting
• Staff is continuing to evaluate the current rate card and model different solutions