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Tuesday, March 22, 2011

A Little About the 'Audit Bureau of Circulations'


People outside of the advertising world (and I'm one of them) probably never heard of the ABC (the 'Audit Bureau of Circulations'), right? Right.

Up front I have to tell you that I hate ads and commercials...especially when I am enthralled in a good documentary, drama or mystery...and my program is interrupted by a f---ing commercial...complete with blaring volume!

"Could switching to GEICO really save you 15% or more on car insurance?" (Like I really give a shit for that chump-change money anyway?)

This commercial answers with another dumb question: "Does a little piggy cry 'wee, wee, wee' all the way home?" (This really has a lot to do with car insurance, right? I wished the damn piggy would 'wee, wee, wee' all over the commercial's creators AND GEICO for putting it on and polluting the airwaves!)

And then I have to watch some damn pig with it's head hanging out a car window yelling 'wee,wee,wee'!

But, I digress and will get off the soapbox.

In the real world, at least the part built by business & commerce, our shows are brought to us on air for free through paid commercials for sponsors.

Now, to move more quickly to point, magazine ads serve the same purpose...or do they? (We still have to buy the magazines complete with ads...WHY is that? Silly question, huh? Can somebody answer this one for me? Come on, just for fun...Give it a shot.)

Back to the ABC, seems they have changed the rules for counting digital editions toward paid-circulation guarantees (a number used by advertisers to decide if they want to pay and how much to pay to advertise in a particular magazine).

Basically, the ABC now says that the digital versions of print magazines do not have to contain all the same ads that were included in their print sisters to be counted toward that digital magazine's paid-circulation guarantees number.

Nat Ives (Adage.com) , writing for Crain's New York Business, has more details on this intriguing magazine business/publishing/advertising rules change:

iPad changes magazine circulation rules

Life is about to become more complicated for advertisers. iPad editions no longer need to include every print ad to count toward circulation guarantees.


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