Magazine audits suffer another massive blow as publishers aim to turn narrative to readership
News Corp has delivered a potential deathblow to Australia’s independent magazine circulation audit system, becoming the second major publisher in less than a week to withdraw from the Audited Media Association of Australia (AMAA).
The move by the company’s magazine arm NewsLifeMedia follows Thursday’s announcement from Bauer Media that it was withdrawing from the system.
The withdrawals follow years of declining circulations which led to headlines every quarter highlighting most magazine titles’ falling print numbers.
As a result of Bauer Media and NewsLifeMedia pulling out of the audit, advertisers will no longer have third party verification that magazine circulations are what the publications claim them to be.
No audit = no readers = no $.
Hear, hear!
I applaud Bauer Media and NewsLifeMedia for this decision. It’s about time magazine media can be valued by the size of the audience they reach on top of the quality of the audience they engage with. I hope Pacific Magazines follows
Bauer and News are doing magazines huge damage by doing this
An AMAA audit costs next to nothing
Why pull out? They’re trying to go opaque to advertisers
Readership research is notoriously inaccurate
Circulation is the only real metric between print and online
It’s the most real metric in media all up probably. It’s point to point with no bs in between like panels or in the case of online a million ways to trick your traffic and engagement
And the print guys are dumping it and exiting for the door that says ‘ blind them with same bullshit that online people do’
Mags managed the right way are a cut through medium now
Not if don’t measure them though
Terrible decisions
Bauer and News will ultimately suffer as a result
Pac Mags is hopefully laughing
But I guess we should wait and see