ABC debate is welcome indeed

It was encouraging to see so many key industry figures debating the issues surrounding ABC certification of consumer magazine circulation data (MW last week).

The upcoming Concurrent Release is an important barometer for the industry, detailing specific performances, and providing media buyers and advertisers with the robust and transparent data they need to base their buying decisions on.

Both the Concurrent Release and the individual certificate for each title contain a detailed breakdown of the different types of circulation that combine to make the headline figures, and enable everyone to gain an accurate picture circulation.

Of course, nothing is ever perfect, and the rules that govern the reporting of consumer magazine figures may need to change as the industry evolves.ÂABC constantly reviews these processes, and in the coming months will pay particular attention to the discussion on consumer magazines.ÂThe process is indeed already under way, so it is perhaps a little unfair to report that “few changes get through”. To successfully serve every party in the media industry we must achieve consensus from all.

I absolutely welcome Bernard Balderston’s views on this issue, and look forward to him and other advertisers, agencies and media owners and buyers, playing their role in the coming months.

Chris Boyd

Chief executive

Audit Bureau of Circulations

Berkhamsted

Hertfordshire

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now