JICWEBS to review data within ABCe
By Alexandra Zeumer, Monday 26 May 2008 at 18:36 :: Online/Digital Publishing - Circulaton & Distribution :: #1695 :: rss
The Joint Industry Committee for Web Standards (JICWEBS) will review the way data is gathered for Audit Bureau of Circulation Electronic (ABCe) audits of newspaper Web site traffic, Journalism.co.uk reported Friday.
Newspaper publishers currently are at liberty to decide on one of several technologies to be used to gather their web data.
Rival newspaper groups complained when Telegraph.co.uk added more than six million unique users in two months after swapping from an approved data-collecting tool, HBX SiteCatalyst, for another approved tool, WebTrends 7 On Demand, Journalism.co.uk reported. The Telegraph maintained that the growth was due to its popular editorial content, not the data collecting switch.
“The evolution of the analytical approached means that within these standards minor variances can occur depending on the analytics tools being used to count traffic,” JICWEBS said in a statement, according to Journalism.co.uk.
The statement also said that audited online figures for national newspapers certified by ABCe are in full compliance with industry standards, but a closer look at the variances caused by using different tools is needed.
“Audit standards must evolve alongside the fast moving digital publishing sector,” said Zech Leonard, Times Online publisher and newspaper representative to JICWEBS, according to Journalism.co.uk.
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