AdNews resigns from audit body after 10% drop in previous figures

AdNews has resigned its membership of the Audit Bureau of Circulation and will move to measurement by the Circulation Audits Board, which does not require paid sales.

The industry fortnightly made the announcement two days before its current paid circulation would have had to be revealed to the industry if it had remained an ABC member.  

In the last set of ABC numbers six months ago, AdNews’ circulation fell by 10.1%, to just over the 5,000 mark. At the time, when AdNews published its wallchart of ABC magazine figures it deleted itself from the list.

It is now likely that no data on AdNews’ current circulation will be available until towards the end of the year. In an announcement today signalling that AdNews is moving to a mixture of paid and free circulation, the paper said:

“It is expected its first CAB audit will be for the period April to September 2010.

“AdNews circulation has been boosted to target advertising and marketing decision-makers in FMCG companies and other major advertisers across Australia, including major retailers and franchise operators. Distribution to media planners and buyers has also been increased.

“The change to CAB audited circulation is in line with global trends that have seen business-to-business publications operate most effectively by combining paid and controlled circulation in print with email newsletters and websites.”

The CAB audits print circulation numbers rather than sales numbers.

The move by AdNews puts it on a par with B&T which relies on a CAB number partly because some of its circulation comes from copies circulated to Australian Marketing Institute members as part of their membership.

While AdNews’ last ABC number was 5,180, B&T has a CAB figure of 5,181.

The switch to the CAB follows years of disputes between AdNews publisher Yaffa and B&T owner Reed Business Information over their relative circulations including legal proceedings.

So far, neither AdNews or B&T have submitted to an audit of their online audience. As previously reported,  Mumbrella, Campaign Brief and Best Ads On TV are the only marketing industry titles with online audits.



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