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Minutes of a tele-conference meeting of the Executive Board held 10.00am, London time, 3 March 2015.

                                               INTERNATIONAL FEDERATION OF AUDIT BUREAUX OF CIRCULATIONS

Minutes of a tele-conference meeting of the Executive Board held 10.00am, London time, 3 March 2015.

Present :
Mr Pedro Silva – President – in the Chair
Mr Jerry Wright – Secretary
Mr Hormuzd Masani – Treasurer
Ms Iwona Szczesna
Ms Heather Craven
Mr Magnus Paulsson
Ms Arina Ureche
Mr Manuel Sala

Apologies : Mr Marco Bernasconi

In Attendance : Mr J Matthews representing
Macomm Management Services Sdn Bhd
Secretaries to the Federation

1. MINUTES: The minutes of the meeting of the Executive Board held 16 February 2015 having been circulated, were taken as read and confirmed.


2.1. IFABC Workplan 2014-2016

2.1.1. Role of IFABC/ Industry Advocacy

a. Promote the growth of bureaux in new geographies – Mr Manuel Sala said that he had no updates on the matter.

Chairman said that WAN-IFRA had written to the Secretaries to advise that for €1,500, they would provide the full World Press Trends (WPT) database content going back 5 years in pdf format and it could be made available to our members through a restricted access website. Ms Arina Ureche said that ABC Romania provided the data to WAN-IFRA for the WPT. She added that by paying she would be getting her data back. Secretary said that in UK, the magazine publishers provided the data and it included unaudited data too. It was noted that some of the IFABC Members provided the data for the WPT report. Chairman said that the report could also provide leads to identify countries with no ABC’s. Discussion ensued and the secretaries were requested to find out from WAN-IFRA if there could be exchange of data and cooperation from both sides. Chairman said that if they were not agreeable, could IFABC pay the €1,500 to obtain the WPT? Ms Iwona Szczesna suggested getting a further discount from them.

Chairman said that WAN-IFRA had written to IFABC today to find out if IFABC had any contacts in China who could provide with average circulation data for newspapers. The secretaries said that they could write to the IFABC Member in China to find out if this was possible.

2.1.2. Knowledge Sharing/Business Development

a. Central knowledge store – Ms Iwona Szczesna said that she had not received any quotes (other than SilverCube) for hosting the database system. She added that SilverCube was ready to install the system and it would take a week to do so. Ms Heather Craven said that her vendors were finalizing their quote within the next few days. Ms Iwona Szczesna said that it was quite urgent to set up the system. She requested Ms Heather Craven to circulate the quote to Executive Board members who could then make a decision over the email. Chairman said that it made good sense to have the both – the website and the database system - in the same place, if costs were reasonable. Ms Iwona Szczesna said that for the website digital metrics, three metrics that were relevant included daily/monthly unique browsers, page impressions and sessions/visit. A question was raised on whether the reporting could consider different platforms for e.g. desktop and mobile etc. Chairman said that it was important to have it by platforms for the advertising industry. There will be 3 metrics, followed by a total and divided under platforms. Mr Manuel Sala said that as some Members may not have it by platforms, it should not be made mandatory. The system must be flexible to adapt to add/extension of data. There must be freedom for Members to choose the metrics.

Ms Szczesna said that system will show channels – Print, Replica, Non-Replica and Websites. There was no total column as some Bureaux do not practice it. Chairman felt that for website there should be a total. The main purpose of the collection of data was to show very clearly the data. Website metrics should preferably be one and the same for all bureau.

Discussion took place and Ms Iwona Szczesna requested the Chairman to submit a proposal of the metrics/platforms in an excel format. Secretary felt that it would be better if there were flexible options. Chairman said that he would do so and circulate it to the EB Members.

b. Website – Ms Heather Craven and Mr Manuel Sala said that they had nothing to report. Secretary said that the content on the landing page of the IFABC website was outdated. Ms Heather Craven agreed to look into it. Mr Magnus Paulsson said that he would provide the information on the forthcoming IFABC Europe meeting which could be placed on the website.

2.1.3. Digital Standards and Measurement

a. Digital Standards and Measurement Committee/Digital Publications Standards Committee – Chairman said that he had emailed Mr Glenn Hansen to find out about the Guidelines for Digital Media. Chairman said that Mr Glenn Hansen had submitted the 2nd Edition. Secretary asked whether the change for ‘active views’ to ‘publications active views’ was done. Chairman said that he would circulate the copy to EB members’ for their review. Ms Iwona Szczesna said that the GA had approved the Guidelines and such no further changes should be done without informing the Members. Chairman said that Members must revert urgently so that the guidelines could be distributed to the members, placed on the website and shared with WAN-IFRA.

Chairman said that he had asked Mr Hansen on his view of the future of the Digital Publications Standards Committee – as it was largely inactive and should perhaps be integrated with the Web Standards Group. Mr Hansen had felt that the Digital Publications Standards Committee should be kept on active status. Mr Magnus Paulsson said that it would be good to have a committee focused on Digital Media. Ms Iwona Szczesna said that if it was to be on active status then there would be a need to have a clear plan on what to do next. Chairman said that digital publications were increasing and becoming more relevant in circulation. Ms Szczesna said that perhaps while distributing the Guidelines for Digital Media to members, they could be asked whether they wanted the Committee to be active or not.

2.1.4. Survey (to base workplan on)

a. GA Survey – Ms Arina Ureche said that 28 bureaux had taken part in the survey and she would circulate the results to the EB Members today. Ms Iwona Szczesna said that the EB would need to study the results and come out with a plan before circulating the results to the Members.

2.1.5. Media Audit Bureaux of the Future – Update

a. IFABC Change Census Survey – Secretary said that the survey would be conducted commencing 16th March 2015.

2.1.6. IFABC Name Change

a. International Federation of Audit Bureaux of Certification – Chairman said that the communique to Members would be launched at the end of April 2015.

2.1.7. Governance and Finance

a. Finance – Treasurer reported that as of to-date 13 Members had paid their 2015 membership dues. He said that the draft accounts for the year 2014 had been forwarded to the auditors in Singapore to commence the audit. An invoice from Eulogy was still pending payment, as he was waiting for approval from the Secretary. The IFABC bank balance in the HSBC bank in Singapore was standing at €52,000.

b. Croatia/Serbia – there was no report.

2.1.8. Event Audit

a. Ms Heather Craven reported 9 bureaux had expressed interest on being on the committee. A tele-conference meeting attended by 8 bureaux was held on 26 February 2015. It was a useful meeting as countries who were providing the service briefed the members on the background and processes that went into setting up the service. The next meeting will be on 25 March and an action plan would be drawn up for the committee. In response to a question it was noted that about 5 bureaux provided the service currently.

She said that 2 more bureaux have since expressed interest to join the committee.

3. NEXT MEETING – the next meeting will be held on 7 April 2015. Ms Heather Craven said that she would not be able to participate due to prior commitments.


4.1. The meeting was adjourned at 12 noon.


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