The ABC asserts that the new rules are transparent, concise and will assist both marketers and agencies in their media buying and planning, as well as publishers in selling their medium.
Stakeholders involved in the drafting of the new Rules included representatives from Advertising Media Forum (AMF), the Association of Communication and Advertising (ACA), the former Marketing Federation of South Africa (MFSA) and Print Media SA (PMSA).
This is a significant move by the ABC as the new rules herald important changes to the way publishers report on their circulation figures. In line with a worldwide trend to provide information on a more frequent and transparent basis to the advertising and marketing industry, the ABC will now report audited circulation data on a quarterly basis.
The new Rules will apply for circulation data for the first quarter of 2006 and will be reported by the ABC in mid-May 2006. The ABC will be running a series of workshops to assist publishers and their auditors in the implementation of the new rules and will also be meeting with the marketers and their advertising agents to ensure best usage of the data.
For more information contact the: Audit Bureau of Circulations of South Africa, Tel: +27 011 721 3490.
