IVW introduces new total figure for print, e-paper, and paid content
IVW, the German audit bureau for circulation, has introduced a new combined metric for print publications, e-papers, and paid content. The initiative aims to enhance market transparency.
The Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern (IVW), a German auditing body, has introduced a new metric combining the circulation figures for print titles, e-papers, and paid content. The metric, named "IVW-Gesamtzahl (Publishing Digital / Print)", is intended to increase transparency in the advertising market.
This new consolidated figure encompasses all print titles with circulation certificates, their associated e-paper distributions, and any paid content offerings. This includes "extended e-papers," which are digital-only formats published under the brand of the print title but are not exact replicas of the print version.
According to IVW, the new total represents the bundled advertising performance across all formats of a single print brand. "Many of our member publishers are focusing on multiple different paid formats to digitize their print brands," explained CEO Dr. Kai Kuhlmann. "Consequently, we are now presenting the print circulation and their digital formats together."