When conducting local media planning here at Balihoo there are a few constants in the media research process. Most local advertisers have budgets and objectives that warrant a deep dive into local media outlets.  One of the largest media outlets is local newspaper.  It is important for us to understand distribution and circulation of the printed newspaper as well as how many impressions (or views) the newspaper's website receives. This gives us a firm foundation to compare this media type to others in the market.  The goal of course is to reach many consumers as possible- cost efficiently.

That said, I came across an article discussing the fact that the Audit Bureau of Circulations (the organization that actually measures how many people are consuming newspaper distribution in a given area) will be rolling out loosened standards in the upcoming months. Essentially, counting online, iPad, smartphone, etc subscriptions in their results for a given market.
How will this effect local marketers?  Well, initially some skewed results... which could potentially effect local recommendations.
As Media Buyer/Planners here at Balihoo who execute local media planning we will be watching and aware of these changes.  We will make certain to ask the right questions and get correct results on behalf of our local advertisers. 
Interesting article... for more information click below. 

www.marketingvox.com/how-will-advertisers-react-to-the-looser-abc-standards-047436/