Ill. – Readers of newspapers on
mobile phones will now be included in the publications’ circulations, as the
Audit Bureau of Circulations (ABC) announced this week a partnership with Verve
Wireless to audit mobile newspaper content. Verve works with more than 600
newspapers publishers worldwide, and will monitor mobile usage data across
apps, e-readers and mobile browsers.
The data will include mobile audience by
device type, as well as day and day part; audience access points; unique
visitors; and page views.
Verve said it anticipates serving more than 2.2
billion mobile news pages this year; more than 9 million readers accessed news
from mobile devices via Verve’s mobile publishing platform in March.
all the buzz around the iPad and with use of mobile browsers exploding,
newspapers and their advertisers are increasingly interested in seeing mobile metrics
detailed in ABC reports," said Michael Lavery, ABC president and managing