Auditor: 3D World made misleading claims about its new editions
The publisher of clubbing magazine 3D World has been asked to write to advertisers and let them know that it made incorrect claims about auditing of its new Victoria and Queensland editions.
The ruling came from the Circulations Audit Board which said that there has been no application for membership for the new editions.
In an open letter to advertisers, CAB, which audits the distribution of magazines that do not have a fully paid circulation, said it had acted after a complaint. As Mumbrella reported in July, owner Street Press Australia is launching the Sydney magazine into the new markets.
The CAB bulletin:
Open Letter to Advertisers
- Over the last month a series of ambiguous claims have been made in relation to 3D World magazine, a member of the Circulations Audit Board (CAB) and its audited distribution.
- As a not for profit industry body the CAB is the independent arbiter for the reporting of audited print data.
- Adherence to our audit and publicity rules is critical to allow advertisers to make sound and reliable media buying decisions. Following by way of clarification are the Facts about 3D World and its membership to CAB:
- 3D World is currently a member of the CAB.
- The CAB audit completed in March 2010 was for the edition of 3D World published during the period October 2009 to March 2010 distributed entirely in NSW.
- On Wednesday August 4, 2010 a Publicity Complaint was lodged with the Circulations Audit Board against 3D World.
- The complaint related to an email sent to a group of advertisers by a member of staff at 3D World which claimed CAB affiliation and audit for the soon to be released Queensland and Victoria editions of 3D World.
- The CAB contacted the publishers of 3D World on Wednesday August 4, 2010 to immediately cease distribution of the email and to send a CAB approved retraction/correction email to all advertisers that had received the original
- The publisher of 3D World responded immediately, providing CAB with a retraction/correction email for approval and which was sent on Thursday August 5, 2010 to the original recipients. 3D World advised CAB that the original email had been sent to 14 advertisers.
- The Publisher of 3D World informed the CAB that all their sales team had been advised of the correct use and reference to CAB.
- CAB’s Board of Directors met on Thursday August 19, 2010 to review the matter. The Board considered the complaint and actions taken to address the issue and determined that no further action was required against the publication 3D World in respect to this breach.
- As at August 31, 2010 CAB has not received an application for membership for either 3D World Victoria or 3D World Queensland.
- The current membership for 3D World does not extend to 3D World Victoria or 3D World Queensland.
- The CAB Board of Directors will review any application from 3D World in accordance with the CAB Rules and By-Laws if and when an application is received.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It’s good to see that the recalcitrants are being pulled into line.
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