High Life set course for audit

I was interested to read in your feature on customer magazines (“Media minders”, MW July 20) that Voyager is the only in-flight magazine to be audited. This is not true. High Life, BA’s in-flight magazine, has been audited by the BPA since 1995.

When Premier Media Partners wanted to have its titles audited, we turned to the BPA, which was already auditing some US in-flight titles. Its latest audit for High Life, for the six-month period ending December 1999, records a circulation of 263,404.

Interestingly, ABC refused to audit the magazine because there was no precedent. We were clearly ahead of our time.

We recognise the value of auditing our titles not only in our own planning, but for media buyers too. Where customer magazines differ from newsstand titles, as your article rightly points out, is their relationship with the brand behind them. The best titles build from the core brand and enhance it.

Craig Waller

Chief executive

Premier Media Partners

London SW2

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