UBM has launched a new system that tracks audience reach across multiple platforms.
The Weekly Audience Measure (WAM) provides a certified metric for the number of engaged users with the publisher’s leading brands in its Built Environment division, which includes Building, Building Design and Property Week.
UBM said WAM was similar to the metric adopted by the Financial Times in 2010, as it uses an Average Daily Global Audience (AGDA) measure which is then independently validated by PricewaterhouseCoopers.
WAM records the total engaged audience, combining data from print circulation, readership surveys and unique website users and browser figures to establish a reach figure.
The measure also records key demographic information across the brands, from seniority through to key professions amongst the audience.
The publisher claims it is the first time an integrated cross-media metric has been developed for B2B publishing.
Chris Kilbee, Managing Director of Built Environment’s Media division, said: “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.”
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.