Audit Bureau of Circulations to standardise measurement across media
15 Sep 2011, 02:15 am
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KUALA LUMPUR: The Audit Bureau of Circulations (ABC) aims to establish standard formats and methods for ascertaining net sales figures for print media, and obtaining accurate information on listenership, viewership, and ownership of other media, including digital media.

Its newly appointed chairman for the 2011-2012 term, Chan Sheow-Vern said ABC was the only independent body to provide a comparable measurement for print media with audited and ABC-verified circulation numbers in Malaysia and globally.

“In the integration game, it makes a lot of sense to have an authorised association provide a standard currency across media platforms for marketers to make the right decision,” said Chan.

In a statement Sept 14, Chan said ABC was also working closely with Association of Accredited Advertising Agents of Malaysia (4As), Media Specialists Association (MSA), and Malaysian Advertisers Association (MAA) to encourage clients and agencies to demand that print media, at least, provided audited circulation numbers.

“Clients and agencies must take a serious view this untenable situation, Public-listed companies that place advertisements in unaudited publications could be in violation of their accountability to their shareholders.

“For an officer of a public-listed company, transparency and accountability issues are an integral part of the job function – and non-compliance of these issues may result in a breach of corporate responsibility,” Chan said.

ABC is a self-regulatory auditing organisation responsible for the verification and dissemination of its members’ circulation data and other relevant information for the benefit of the advertising community.

Last year, ABC audited more than 50 magazine titles and targets to get 80% of magazine titles audited.

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