ABC acts to end row with the Telegraph

The Telegraph and the Audit Bureau of Circulations are to hold an emergency meeting today (Wednesday) to discuss the newspaper’s circulation amid claims by media buyers that figures are being devalued by promotions.

The Telegraph is also understood to be threatening to sue the ABC for breach of confidence after it allegedly revealed its circulation figure to Times publisher News International.

The Telegraph’s November ABC figures were withdrawn after a dispute with The Times and the ABC over the classification of a Telegraph 1-a-week subscription offer. The Times threatened to issue a writ if the subs were not classified as a reduced-rate sale.

The wranglings have focused attention on the impact of promotions and price offers on short-term circulation increases.

“ABC figures are becoming meaningless,” says one senior press buyer. “In November there were people buying 14 copies of The Times at a time to get its Eurostar offer, so the circulation will collapse in December.”