THE NEW Certificate of Insertion scheme, validated by the Audit Bureau of Circulations with the support of the DMA Inserts Council, has finally achieved lift-off after years of wrangling and indecision. Blazing the trail are Guardian Newspapers and IPC Magazines, the first media owners to put their inserts procedures under the microscope, providing documentation for every stage in the process. The audit trail includes the printer producing the insert, the distributor, the printer inserting into the host publication, the media owner and the wholesaler. Additionally, ABC will carry out random checks and physically audit materials at the wholesaler. Although the DMA describes the scheme as essentially a 'work in progress', it has won support from two heavyweights - News International and the Mirror Group. Until now, clients and agencies have had to make do with certificates issued by the printer of the host title. Comments DMA Inserts Council member Keith Parkman: 'There are a lot of historical reasons why clients do not believe in COIs and [the new scheme] will give a confidence booster to the market.'