"The Economist" Sets First Digital Rate Base

http://www.adweek.com/news/press/economist-sets-digital-rate-base-143969

Print media buyers have been pushing publishers to give up more information about their digital editions as they try to assess a new medium. Now, The Economist is delivering on one of those buyer demands by being, it claims, the first to set a digital rate base.
The rate base of 50,000 is intended, like a print base, to increase advertisers’ confidence. It will take effect in January and appear on the newsweekly’s Consolidated Media Report [1], a year-old reporting tool from the Audit Bureau of Circulations that attempts to present a brand’s total footprint across print and digital platforms. (The ABC’s longstanding publisher’s statements don’t yet have a place for digital-only rate base claims.)