Advertisers to get better media deal

Nov 17, 2005

ADVERTISERS are set to get a better deal from the media if new regulations aimed at increasing transparency in the media industry are adopted by South African-based Audit Bureau of Circulation (ABC).

By Sylvia Juuko

ADVERTISERS are set to get a better deal from the media if new regulations aimed at increasing transparency in the media industry are adopted by South African-based Audit Bureau of Circulation (ABC).

The ABC, which reports audited circulation figures for newspapers and magazines, is expected to adopt new regulations in a special meeting on November 17, Marketingweb, an online news hub, has said.

The new measures will see print media reporting their circulation figures quarterly.

Gordon Patterson, the deputy president of ABC, said the changes are positive for advertisers and the media.

“There is a groundswell of understanding amongst publishers that transparency and the need for it is not negotiable. They are not competing with themselves, but other media types which provide more frequent updates in terms of their media’s performance.”

He said the ABC board can expel a publisher after failure to submit audited figures for two consecutive reporting periods.

With the new regulations, publishers will not use the ABC logo if they haven’t submitted their audited figures.

Patterson said it was the market, not ABC, that is the circulation watchdog.
Tony Glencross, New Vision’s sales and marketing manager, said, “Newspapers rely on advertisers and they deserve protection. As much as they want protection, they should also protect themselves. Support only those publications that audit their circulation base.”

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