This is first time an integrated cross-media metric has been developed for B2B publishing, claims UBM.
The Weekly Audience Measure (WAM) provides a certified metric for the number of engaged users of leading brands - Building, Building Design and Property Week. Like the metric adopted by the Financial Times in 2010, the WAM uses an Average Daily Global Audience (AGDA) measure which is independently validated by PricewaterhouseCoopers LLP UK (PwC).
The WAM recorded the total engaged audience for UBM BE’s brands over a typical weekly period in November 2011, combining data from print circulation, readership surveys and unique website users and browser figures to establish a reach figure. Crucially, says UBM, it identifies the brands’ most highly engaged audience or “super-users” i.e. those who, in a typical week, engage with both print and website content.
The results show that Building reaches an audience of 41,089 industry professionals during a typical week; Property Week an audience of 39,538; and Building Design an audience of 25,426.
The measure also records key demographic information across the brands, from seniority through to key professions amongst the audience. The WAM shows that three quarters of the Property Week audience is manager or above, 70% of Building’s audience is manager or above and just over a half of Building Design’s audience is manager or above.
Chris Kilbee, managing director of Built Environment’s Media division, highlighted the importance of WAM: “We’re delighted to reveal the results of the UBM Weekly Audience Measure, which has been independently verified by PwC. In such a fast-moving market, it is vitally important that we provide our customers with the most sophisticated picture of how our readers are engaging with our media brands. Weekly Audience Measure focuses on truly engaged print and online audience and on key audience demographics to provide customers with the detailed information they need to support their decision-making”.
Sam Tomlinson, director of PwC further commented, “UBM BE’s weekly audience measure reflects the multi-platform nature of its titles and audiences. It provides critical information on reach and frequency for advertisers planning campaigns across print and website. We are pleased to have provided rigorous independent assurance over such an important metric.”
UBM plans to run the WAM exercise on an annual basis and evolve the metric to reflect changing patterns of content consumption amongst its audience, including mobile and apps.
For more information on the metric, including the certificate itself as well as the detailed methodology underpinning the exercise, visit www.ubmbuiltenvironment.com
Individual brand WAM audits
Building – www.building.co.uk/WAM
Building Design – www.bdonline.co.uk/WAM
Property Week – www.propertyweek.com/WAM
