Did some more reading and found
this:
ABC, Scarborough Research and NAA Unveil Details of New Audience-FAX Initiative Integrating Circulation, Readership and Online Measurements
Quote:
SCHAUMBURG, Ill., NEW YORK and ARLINGTON, Va. (July 17, 2007) —The board of the Audit Bureau of Circulations (ABC) approved development of “Audience-FAX,†a new initiative that for the first time will integrate newspaper readership and online audience estimates into ABC circulation reports. Agreed to Saturday during the ABC board meeting, Audience-FAX is the latest step in a multilevel industry initiative to answer advertisers’ needs for measurement data that reflects newspapers’ full reach and audience.
Beginning this fall, newspapers will be able to report in-market print, online and net combined readership as measured by Scarborough Research. Monthly Web site unique visitors also will be reported from sources such as Nielsen//NetRatings, comScore Inc. or server-based analytics tools.
to contact at each organization for more information.
Wonder why it took so long -- or is this a new way of disguising print losses?