As more and more publications begin to offer their products digitally, discussion has emerged on how to measure downloads and whether that measurement is the proper metric to gauge readership. Currently, audit bureaus generally measure those who subscribe to digital editions versus those who download and read the publication. Confusing matters, both ABC and BPA look at digital editions quite differently. BPA says they should be the same as the print version but with different advertisers. ABC says mirroring print editorial is less important but says the ads should be the same.
As digital devices make it easier for people to consume media electronically, the measurement issue becomes very important. Although, ultimately, the number of downloads or the amount of readership is irrelevant. What is relevant is how many and in what fashion do readers respond to an ad. That is what drives the magazine business as well as the entire advertising industry.
