The ABA has extended the valuable free trial of their eData online resource to advertisers until September 30, 2010.

Publishers who are members of the Audit Bureau of Circulations (ABC) and/or the Circulations Audit Board (CAB), can now offer their advertisers no-obligation trial access to the eData portal.

“The special trial provides both ABC and CAB members with a fantastic value-add opportunity to their advertiser clients,” said Heather Craven of ABA, “It’s the perfect way for audited publications to promote their credibility.”

eData was launched in 2009 to allow ABC and CAB members to retrieve real-time audited data in convenient and easy to use formats. Data is reported every month for web, digital, email, and print data is updated quarterly.

Through this online platform, members have access to the extensive and constantly updated database of audited data, and have the ability to create a variety of unique personalised reports and searches. This resource also allows subscribers to download data for use in other applications.

The big benefit of eData for publishers is that ABC and CAB circulation data provides important insights into circulation trends, geographical demographics, and comparative analysis by industry sector and across other metrics, in order to assist sound business decision making.

It has been confirmed by agencies and advertisers that audited circulation data plays a vital role in media planning and purchasing decisions. This was the key finding from the recent survey conducted by the ABC and the CAB which illustrated the collaborative relationship between the ABA and advertisers and agencies.

Over 70% of respondents stated they used the information available on eData for media planning, and nearly 30% confirmed the information impacted on their purchasing decisions. The survey also revealed that over 90% of respondents said having access to audited figures was either very relevant or relevant to their business.

For more information about offering the new free trial of eData to your advertisers, or getting your publication audited, please should contact Claire Dollard on (02) 8912 6006 or email claire.dollard@auditbureau.org.au

If you would are an advertiser who would like to sign up for the trial directly simply go to www.auditbureau.org.au/registernow.php.