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Minutes of the tele-conference meeting of the Executive Board held 10am London time, 20 January 2014.


Minutes of the tele-conference meeting of the Executive Board held 10am London time, 20 January 2014.

Present :
Mr Jerry Wright – President – in the Chair
Mr Hormuzd Masani – Treasurer
Mr Eusebio Serrano
Ms Iwona Szczesna
Mr George Bohlander
Mr Paul Dovas
Mr Pedro Silva

Apologies :
Mr Magnus Paulsson

By Invitation :
Mr Manuel Sala

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

1. MINUTES: The minutes of the tele-conference meeting of the Executive Board held 16 December 2013 having been circulated, were taken as read, and confirmed.

Logo – Chairman said that he would work with the designers for the Full/Affiliate Member logos and would inform Members soon.

Newsletter – Chairman said that he would draft a newsletter for release in early February. He sought for ideas/contributions from Members. Treasurer said that the GA must be highlighted regularly.


a. Executive Board Membership – Mr Eusebio Serrano said that he had retired from Introl, Spain. Chairman on behalf of the current Executive Board and the Members of the IFABC, thanked Mr Eusebio Serrano for his outstanding commitment and service to IFABC, the organization and its members over many years. He added that IFABC will not see the like of him for many years to come.

Chairman asked whether the Ibero Americano group had met to vote for a new Chairman. Mr Eusebio Serrano said that the group had not met. Chairman proposed that the Ibero Americano group should perhaps have a conference call to select a Chairman for the group.

Mr Eusebio Serrano said that he had invited Mr Manuel Sala to represent the Ibero Americano group in this meeting. Chairman sought the permission of the Executive Board to co-opt Mr Manual Sala for this meeting. This was agreed.

2.1 IFABC Workplan 2010-2012

2.1.1 Role of IFABC/Industry Advocacy

a. Promote the growth of bureaux in new geographies – Mr Eusebio Serrano said that he had no new information from the prospects. He had received word from Costa Rica before Christmas but has not received any request in writing. He added that he had updated the progress with different countries and could pass it to the new person in charge of this committee. Chairman asked Mr Manuel Sala whether he would be able to take on the role. Mr Sala said that he will take on the role and continue with the work done by Mr Serrano.

Chairman said that he had not heard from ABC South Africa on IFABC’s request to re-consider their membership. He said that there was a correspondence from Pakistan where a government agency controlled circulation and audits. They wanted to learn on how to make the organization tripartite and independent. IFABC had written to them providing some options and was waiting to hear from them.

Mr Paul Dovas spoke of his on-going contact with ABC New Zealand. Chairman said that he was glad that there was some form of communication taking place with New Zealand.

b. Norsk Mediekontroll – in the absence of Mr Magnus Paulsson there was no report.

2.1.2 Knowledge Sharing/Business Development

a. Central knowledge store – Ms Iwona Szczesna said that the data for National and Regional Newspapers had been uploaded on the website and updated as of 30 December 2013. The Secretaries reported that they were waiting for some more bureaux to submit their data. Chairman requested the regional heads to follow up with:

Europe – France, Germany, Hungary, Italy and Portugal
Asia Pacific - China
Ibero-American – Mexico
Chairman said that he would speak to AAM USA on the matter.

Ms Iwona Szczesna said that the Top 50 magazines (paid and free) templates were ready for distribution to Members to submit their data.

Chairman suggested a press release on the availability of the data on the website. It was agreed that it would be more suitable to do so when the data for magazines was also available.

b. Website – Mr Paul Dovas said that he had not received any issues about the website.

2.1.3 Digital Standards and Measurement

a. ‘Hybrid’ Online Audience Measurement – Mr George Bohlander reported that he would request Mr Richard Foan to set a date for a meeting of the committee.

b. Digital Editions and Publications – Mr George Bohlander said that a questionnaire on Digital Publications was being framed to find out the situation of each member country. Once the summary of the answers was obtained, a meeting of the committee will be held to draft some guidelines.

c. Event Audits – Mr Paul Dovas said that he would be circulating the notes of the meeting of the Event Audit Committee very soon. It was a preliminary meeting of the small group and the meeting had discussed some basic stuff including the nature of the books and records to be kept for audit purposes. Mr Manuel Sala asked for the metrics for exhibition space. Mr Dovas said that he will be organizing another meeting before the GA.

d. Viewable Impressions/Brand Safety – Mr Paul Dovas said that he had raised the matter at the previous meeting to find out if the subject matter was important and whether it was an issue to be aware of.

Chairman said that in the UK, JICWEBS had announced that the Code created for Brand Safety had been approved by advertisers, ad agencies, IAB and online publishers. There was content certification available for the Code and ABC UK was one of the auditors who could perform the verification. Businesses will have their advertising misplacement policies and processes verified.

The Online Privacy Code has also been approved; although ABC UK was not the Code owner, they have been appointed as an auditor. In the Code there was a mandatory requirement for independent verification. He said this came about as the advertisers insisted that there be an industry code; ABC must be one of the auditors and that there will be some form of inspection regime. In response to a question from Mr Dovas on who was the referee, Chairman said that JICWEBS was setting some principles to manage compliance. There was a 3 step process for those who are a signatory to the Code – self –certification, followed by an independent verification (within 6 months of being a signatory) and an annual verification after that.

Viewable Impressions (VI) – Chairman said that ABC UK was assessing software tools that claims to be able to measure VI and planned to publish a report comparing various providers against principle agreed by JICWEBS.

2.1.4 Governance and Finance

a. Finance – Treasurer tabled Invoice No 015/01/2014 from Macomm Management Services Sdn Bhd amounting to € 3,835-31 being professional fees in respect of secretarial services and disbursements for the months of October 2013 to December 2013. It was approved for payment.

He added that Norsk Opplagskontroll AS had informed him that they had remitted the Affiliate Membership fees of € 500 for 2014.

Treasurer reported that as agreed by the GA in 2012, there will be a marginal increase in membership fee for 2014 compared to 2013:

Membership Levels Total Annual Income from Annual fee for Annual fee for
Media Audit Services the year 2014 the year 2013
€ € €

Level 1 Up to 250,000 450-00 425-00
Level 2 250,001 to 1,000,000 1,300-00 1,250-00
Level 3 1,000,001 to 5,000,000 2,150-00 2,050-00
Level 4 5,000,0001 and above 2,700-00 2,600-00
Associate /Affiliate Member 500-00 500-00

Treasurer tabled the unaudited statement of accounts for the year 2013 which reflected a surplus of € 20,374-00. He said that the surplus could be used for new initiatives in 2014. Discussion took place and the Executive Board approved the draft 2013 statement of accounts. Treasurer said that he would be approaching the auditors in Singapore to commence the audit for 2013.He then tabled the budget estimates for 2014. E continued and said that he had made three provisions for 2014 being:

- General Assembly expenses for host Brazil IVC - € 15,000-00
- General Assembly external speakers expenses - € 5,000-00
- Secretariat expenses attending the GA - €5,000-00

An additional amount of € 10,000-00 has been set aside for new initiatives/projects the results of which will be presented at the GA.

For 2014 a deficit of € 25K was projected.

In response to a question from Mr Pedro Silva, Treasurer said that the GA expenses amount given to the host country was to cover some of the GA expenses. At the last GA, Spain was provided with the same amount. Discussion took place and the 2014 budget was approved.

Balance in IFABC Account in HSBC Singapore - € 61,437-85.

3. IFABC GENERAL ASSEMBLY 2014 – Mr Pedro Silva said that he had two points to make:

- Venue – the Organising Committee was looking at hotel options on Copacabana beach. The OC had till the end of the month to close the deal. A single room in one of the hotel would begin at US$167-00 per night
- Agenda – a survey has been designed to obtain inputs from Members on what they would like to see on the GA Agenda. Mr Pedro Silva said that sharing of information/knowledge/experience amongst members was seen as very beneficial to the running of a bureau. Members would also be interested in digital matters and new developments taking place in the market. Mr Silva said that ICOM would be holding a meeting in Seville soon, and lots of interesting subject matters could be found. Mr Dovas said that ICOM had invited IFABC to be on a panel session, and he recommended that Mr Silva represent IFABC. This was agreed. Chairman said as President he would be co-chairing with the US MRC an earlier meeting at Seville of industry measurement bodies from around the world.

Mr George Bohlander suggested that an early bird registration fee be offered to Members. Mr Eusebio Serrano said that from experience he had learned that a number of reminders would need to be sent to the Members. Chairman said that the promotions must start early.


a. February – It was agreed that the next meeting will be held 10am, London time – 18 February 2014

b. May – It was agreed that the May meeting will coincide with IFABC Europe and will be held 11am, Zagreb time, 7 May 2014.


5.1 Mr Eusebio Serrano thanked everyone present and all Members for the support, co-operation and friendship shared over the years. Chairman thanked him and said that he looked forward to seeing him at the GA and/or at the Europe meeting.


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