[MGP-Forum Announce] New Audience-FAX numbers

[Dan Kennedy]

On a day that the newspaper circulation figures were more depressing than
ever, there's a hopeful development -- the release of Audience-FAX numbers,
which are supposed to combine print and online to show a newspaper's true
reach. I've been messing around with this a little, but find some of the
terminology bewildering. If you go to online.audiencefax.com, you'll be able
to register for free and give it a whirl.

Here are some numbers for the weekday Boston Globe. Perhaps someone here can
untangle this:

All adults, 18+

Average
Proj: 946,151
Reach: 19.8 percent

Cume
Proj: 1,426,710
Reach: 29.8 percent

Questions:

1. How are the "average" and the "cume" defined?
2. What is the "proj"?
3. I assume that the "reach" is the percentage of the market that the Globe
is reaching. How is the market defined?
4. Is one of these numbers -- I'd say the 946,151 looks like a candidate --
analogous to the print circulation? That is, "The Globe's circulation has
fallen to 360,695, but if you include the Web, it's really 946,151." Is that
a fair thing to say? (Probably not.)

Any insight would be most appreciated.
---
Dan Kennedy
Visiting assistant professor
School of Journalism
Northeastern University
617-373-5187
da.kennedy at neu.edu
medianation.blogspot.com
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