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Print Auditing

What is a circulations audit system?

A print circulation audit system is a combination of rules, regulations, and protocols - backed by a team of people, operations and infrastructure, and independent verification. It aim is to be capable of delivering to the marketplace a true picture of the circulation performance of the audited publications.

Only publishers possess the real and full picture of their title's circulation performance. By creating an ABC and its audit system, the advertising industry creates a mirror that most accurately reflects this performance. The picture must be clear, credible, understandable and unbiased. The data reported must be 100 percent reliable, comparable to similar other media indicators, and delivered in a timely manner.

The technical essence of the circulation audit is to independently verify the documentation and accounting of the publishers (in general by chartered public accountants), which act as proof of the different circulation types and quantities of a given publication, in a given time period.

The subject of the audits are the publishers, while the advertisers and media agencies, as well as the public, at large, are the consumers of the audited data. The role of the publishers is to take part in the audits, while the role of the other two other arms of the market is to formulate their needs relative to the data, which will be audited and published, and to manage the audit standards and processes. The three parties should work together on establishing the most pratical, valid and reliable audit system for a given market.

Why have audited circulation?

1. To provide assurance to advertisers that the circulation they are buying is being delivered

2. To provide the assurance to the advertisers that the circulation of all audited media vehicles are being reported on the same basis:

  • Standard Definitions
  • Uniform qualifications
  • Comparable reports

3. To provide the assurance that their competitors are being measured on the same objective and vigorous basis as they are

4. To bring discipline and credibility to the print marketplace

Circulation define :

ABC Australia's constitution requires that it's circulation data is made available only to its members and is therefore unable to contribute data to this report.

IVC Argentina: data based on average total paid circulation figures reported monthly, including net sales, individual subscriptions and multiple subscriptions

AUSTRIA (OEAK): Austrian data based on average printed circulation. 2011 data covers January to June.

CIM (ABC Belgium): data based on average "total measurable circulation figures" reported quarterly based on a monthly split; Total measurable circulation consist of : Paid circulation (Paid subscriptions + Single copy sales + Paid multiple subscriptions + sales to third party + joined members) + other measurable distribution

IVC (ABC Brazil): data based on average "total paid circulation" figures reported monthly; Total Paid Circulation consist of: retail sales + e-editions retail sales + individual direct subscription + bulk direct subscription + subscription through distributors + e-editions subscription + other paid forms of circulations

SPAC (ABC P.R.China): data based on average ""total paid circulation + free distribution"" figure reported every 6 months; Total Paid Circulation consist of: retail sales + individual subscription sales + bulk subscription + subscription through distributors. Free distribution here apply to the listed newspapers only refers to those for internal use and advertiser and agency use. not as major part of the total circulation. Return is not included in the reported figure.

Denmark: The circulation figures based on: subscriptions, retail sales, bulk sales and paid net. The audited figures are published twice a year (concerning 1. and 2. half), we do not publish an annual total.

ABC CR : data based on average "total paid circulation" figures reported monthly as daily average; Total Paid Circulation consist of: retail sales + subscription + other paid forms of circulations(other sales)

Levikintarkastus Oy (The Finnish Audit Bureau of Circulations): The total paid circulation figures of ten biggest newspapers in Finland consist of subscriptions and single copies sold at 0-50 % discount, bulk subscriptions and bulk single copies sold at 51-85 % discount, member and customer copies, and included free copies

France: Total circulation (Diffusion Totale) consist of – paid + free (France + foreign countries)

IVW Germany: data based on average "total circulation" figures reported quarterly; end of the year figures; Total Circulation: Paid subscriptions + Single copy sales + inflight copies + other sales + Free copies

HKABC: data based on average circulation figures reported half yearly (Paid newspapers) / quarterly (Free newspapers marked with # ) on a monthly split. Total circulation (paid newspapers) consist of: retail sales+epapers / paid subscription+epapers / paid sponsored subscriptions / bulk sales / free distribution. Total distribution (free newspapers) consist of: controlled free / non-controlled free / regular bulk distribution / issue specific bulk distribution

Matesz (ABC Hungary): data based on average "total circulation" figures reported quarterly; Total Circulation consist of: all sales+all free distribution. Sales consist of: actually purchased + bulk sales. Actually purchased consist of: subscriptions, single copy sales, exports

ABC India: The newspapers are mostly regional depending on the language spoken and read in the region. The total circulation figures are all paid circulation.

ADS ITALY: Total circulation consists of average paid and free circulation. 2011 data covers November 2010 to October 2011

ABC Japan: data based on average "total paid circulation" figures reported monthly; Total Paid Circulation consist of: retail sales + single sales + mail

The circulation figures of ABC Malaysia are from July (of the Previous Year) and to June (of the Current Year). The Circulation Figures are the Average Net Circulation Figures at Published Rates and at Reduced Rates.

HOI, Institute for Media Auditing (ABC The Netherlands): data based on average "total circulation" figures reported quarterly; Total Circulation consist of: Paid subscriptions + Single copy sales + Paid multiple subscriptions + Fixed Free circulation + Gross Sales and Free copies

ZKDP (ABC Poland): data based on average "total paid circulation" figures reported monthly; Total Paid Circulation consist of: retail sales + e-editions retail sales + individual direct subscription + bulk direct subscription + subscription through distributors + e-editions subscription + other paid forms of circulations

Portugal APCT: Total circulation consists of individual subscriptions, net sales, bulk sales, bulk subscriptions and free distribution (1000+3% of total copies)

ABC-Taipei: data based on average “total circulation” figures reported everyday average figure. Total circulations consist of subscription and retail sales (include new stand and bulk sales).

BRAT (ABC Romania): data based on average "total circulation" figures reported quarterly based on a monthly split; Total Circulation consist of: retail sales + paid subscription + complementary copies + returns

ABC Serbia: data based on average circulation, containing paid copies + free distribution.

ABC Singapore: 2008- 2010 circulation figures were audited by Media Circulation Services; Q1 2011 circulation figures were not audited.

SPAIN Introl: Total circulation consists of individual subscriptions, net sales, bulk sales, bulk subscriptions and free distribution (1000+3% of total copies)

TS SWEDEN: data based on average circulation figures reported yearly. Total circulation consists of individual subscriptions, bulk sale, single copies sales, free distribution and e-editions.Circulation data refer to metropolitan newspapers

WEMF AG für Werbemedienforschung (ABC Switzerland): data based on average "total paid circulation" figures, reported once a year; Total Circulation consist of: Paid subscriptions + ePapers (min. 50% paid) + Single copy sales + other paid forms of circulations + Free subscioptions (5 % of paid circulation)

ABC UK: data based on average circulation figures reported monthly. 2011 data covers January to June.

BPA USA: Al Zazirah & Gulf News - Total Paid Circulation consists of: subscriptions through carrier and bulk, single copy sales and employee copies.Wall Street Journal Asia - Total Paid Circulation consists of: subscriptions through individiuals, e-editions, and multi-copies, single copy sales, paid sponsored/third party subscriptions. Most of the circulation is paid.Zaman - Total Paid Circulation consists of: subscriptions through carrier/individual, groups, bulk, single copy sales, and newspapers in education.

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