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Minutes of a tele- conference meeting of the Executive Board held 10.00am, London time, 6 October 2015.


Minutes of a tele- conference meeting of the Executive Board held 10.00am, London time, 6 October 2015.

Present :
Mr Pedro Silva – President – in the Chair
Mr Jerry Wright – Secretary
Mr Hormuzd Masani – Treasurer
Ms Iwona Szczesna
Mr Manuel Sala
Ms Arina Ureche
Mr Marco Bernasconi

Apologies :
Ms Heather Craven
Mr Magnus Paulsson

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


The minutes of the tele-conference meeting of the Executive Board held 3 September 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 in new geographies – Mr Manuel Sala reported that he had nothing to report as none of the prospective countries had responded to his initiative.
APABC – in the absence of Ms Heather Craven, the Secretaries said that the APABC meeting will be held 23/24 November 2015 in Taipei. It was noted that Ms Heather Craven had circulated the Agenda to members.

b. WAN/IFRA/World Press Trends Report – Chairman said that WAN/IFRA had replied to the Secretaries to state that after some unexpected delays in the process, WAN IFRA had decided to postpone the release and would now release it to coincide with their World Publishing Expo. Mr Manuel Sala asked whether it would be able to obtain a password to access archived data. The Secretaries were request to check whether this would be possible.

2.1.2 Knowledge Sharing/Business Development
a. Central knowledge store – Ms Iwona Szczesna said that Switzerland and Sweden had not submitted the data as yet. Australia was still checking with their Board whether they could release the data to IFABC. The UK had encountered some issues with uploading the data. The developer was trying to see which of the issues were connected to errors on the system. Perhaps there was no compatibility with both systems. She added that the developer was working to resolve the problem internally with ABC UK. She said that she would inform the Executive Board the issues that will come up in the internal discussion. She added that the developer, Silver Cube, would be able to resolve the matter in a timely manner. However, she said that any changes to the system may incur additional costs.

b. Improve internal communications – in the absence of Ms Heather Craven there was no report.

2.1.3 Digital Standards and Measurement
a. Digital Standards and Measurement Committee/Digital Publications Standards Committee – Chairman said that he had spoken to Mr Richard Foan and Mr Glenn Hansen and there were of the opinion that there was nothing to discuss at this point of time.
Chairman said that the issue of Ad Blockers was being discussed as a top priority by the advertising community in US and with a lower urgency in UK. He added that it puts in jeopardy the advertising model of sponsoring the production of news/content on the web. He continued and said that numbers were not widely provided and a firm assessment of the situation was yet to be produced. He felt that the item will probably make it to the IFABC GA Agenda. Mr Manuel Sala said that Ad Blockers was also the main concern in the IAB Conference held in New York last week (the Spanish IAB CEO was present). The Secretary said that in UK, Ad Blockers was becoming more prominent as a topic of discussion.

Mr Manuel Sala said that the Spanish Magazine Association had started to issue the Magazine 360⁰ Report following the US Magazine Association methodology. The Report was published for magazine members who agreed to be included (11 out of 22 companies) and the report obtained numbers by adding different ‘audience’ figures: readership, comScore uniques, Facebook likes, Twitter, Instagram, Youtube, Pinterest and Google +. He added that this methodology has not been accepted by the market, but the concern for OJD was that no reference to circulation data of the magazine was provided. Chairman said that the metric being used was people engaged with their brand and not just circulation.

Ms Iwona Szczesna said that ABC Poland in cooperation with Polish Readership Surveys (PBC) and PBI (Internet Research Company) were going to introduce a new product called Prasa+. The report would include circulation, readership, web traffic and social media. However, they will not be combining the data. The product will be introduced in 2016.

2.1.4 IFABC Name Change – The Secretary tabled an IFABC name change comment piece outline from WithPR. The piece will provide the insights behind the move from ‘circulation’ to ‘certification’. The 4 case studies will provide more depth to the piece. WithPR was planning a mid-November launch. The Secretary continued to say that WithPR had also submitted a quote for the translation and placement of the piece in the Spanish and Portuguese media. It was felt that the cost was rather high for the exercise. Chairman requested members identified for the case studies to answer the questions posed by WithPR.

2.1.5 IFABC General Assembly 2016 – Chairman said that it was necessary to start planning the Agenda for the GA 2016.
The Secretary said that he had two items for consideration. The first related to the core area of development of readership including digital. Publishers seemed to be moving away from circulation and census data and following readership. It is becoming a new challenge. The second item is about developing new businesses in digital certification of rand safety, viewability, Ad Blockers, Fraud etc

Mr Manuel Sala said OJD Spain wished to launch a new service to certify Broadcast audience figures for TV channels. The connected TV or Hybrid TV was the common way to refer to Hybrid Broadcast Broadband TV (protocol httbTv for Europe), that combined both Digital TV and web content. This will allow to have an advertising platform that can be tracked using measurement tools to determine the exact number of devices (smart TVs) connected to a piece of content or advertising.
He continued and said that there were different measurement providers and approaches, but common metrics and standards should be developed by IFABC if IFABC wanted members to take a role in this new growing market.

The Secretary spoke of the partnership between - BARB TV JIC UK – ABC under which a couple of metrics agreed by JICWEBS were used to validate viewing data from the broadcasters’ Player systems, both VOD and simulcast, captured by Kantar. There could be new developments with TV and IFABC members and the two UK metrics have already been adopted by the IFABC Digital Standards Group.

Mr Marco Bernasconi said that Switzerland will be certifying viewability and brand safety metrics in 2016.

Chairman said that perhaps the Agenda from the GAs in 2012 (Madrid) and 2014 (Rio) could be compared to see the time available for discussion.

Mr Marco Bernasconi said that the GA website would be launched very soon. He requested the Chairman to provide an introduction piece for the website. Chairman said that it could be mentioned in the site that the detailed Agenda would be posted in due course.

Chairman advised that he will be approaching the WFA’s Board to understand their priorities and will see which points were aligned to IFABC priorities, which now went beyond circulations. He felt that IFABC should have WFA’s participation at the GA.

Treasurer wanted to know if a registration fee had been worked on. This has not been done yet. Chairman also said that there was an IFABC subsidy for the bureau organizing the GA.

2.1.6 Governance and Finance
a. Finance – Treasurer reported that the balance in the IFABC Bank Account in HSBC Bank, Singapore was €71,645-39.

b. IRAS – Treasurer reported that he has not seen a reply from IRAS to the appeal made.

The next meeting of the Executive Board will be held 3 November 2015.


4.1 The meeting was adjourned at 1130am.


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