In a move designed to achieve greater transparency for consumer magazines' circulation data, all titles with display advertising income of up to £5 million (and which report circulation data on a six-monthly basis) must inform the Audit Bureau of Circulations of all one-off circulation variances greater than 20% – including those attributable to special or promotional issues.
The new rule takes immediate effect and the results will be available following the period July-December 2001. Relevant variances will be included in the ABC’s published report – although specific circulation figures for any variant issue will not be made available
Explains ABC director of newspapers and consumer magazines Martyn Gates: “The rule change addresses an issue which has been around for a long time. Reporting variance was mandatory in certain areas and optional in others. Media buyers wanted more information and this change makes that happen.”
News source: Media Week (UK)