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	<title>How to create an ABC in your country?</title>
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	<link>http://ifabc.org/htcaaiyc</link>
	<description>A practical handbook</description>
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			<item>
		<title>Introduction</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/introduction/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/introduction/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:59:33 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Introduction]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=287</guid>
		<description><![CDATA[The purpose of this handbook is to offer a practical guide for those interested in creating and building an organization which can provide their media and advertising markets with credible, independently verified media information.
The idea to write this guide came in 2008. After a series of discussions about the initiative, the Executive Board of the [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Aknowledgements</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/aknowledgements/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/aknowledgements/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:59:13 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Aknowledgements]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=285</guid>
		<description><![CDATA[My sincere thanks to those IFABC members who have given me support for this work, as well as to Mr. Eusebio Serrano, the Chariman of the IFABC, and the members of the IFABC Executive Board, who were instrumental in making this project a reality.
I owe special thanks to my former mentor, Johnston M. Mitchell (USA), [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>1. What is an Audit Bureau of Circulation?</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/1-what-is-an-audit-bureau-of-circulation/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/1-what-is-an-audit-bureau-of-circulation/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:58:35 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[1 What is an Audit Bureau of Circulation?]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=282</guid>
		<description><![CDATA[“ABC” stands for Audit Bureau of Circulation. It is an organization which acts independently to verify distribution/circulation sales numbers of print and other forms of online or digital media, and then disseminates this information to pertinent advertising markets.
Audit = independent verification.
Bureau = organization and operations.
Circulation = reporting the number of circulated items (copies).
An ABC is [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>2. The need for credible media information</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/2-the-need-for-credible-media-information/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/2-the-need-for-credible-media-information/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:58:02 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[2 The need for credible media information]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=280</guid>
		<description><![CDATA[In a country/market where an ABC has formed, there has been a strong need for more accountability of media in general, and the printed press in particular. This demand for accountability usually comes from advertisers and their partner advertising agencies. It also is driven by publishers who believe that accurate sales figures reflect the social [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>2.1. Indices related to circulation</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/2-1-indices-related-to-circulation/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/2-1-indices-related-to-circulation/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:57:41 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[2 The need for credible media information]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=278</guid>
		<description><![CDATA[Here is a list of the more important media elements related to circulation, and represents the criteria that an advertiser uses to make media purchase decisions:

Cost Per Thousand (CPM)
The cost to disseminate an advertising message per 1,000 copies:
CPM = (unit advertising cost – i.e. 1/1 page)/(number of copies distributed/1,000).


Penetration Rate
The percentage of distributed copies in [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>2.2. Making proper advertising investment decisions</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/2-2-making-proper-advertising-investment-decisions/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/2-2-making-proper-advertising-investment-decisions/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:57:02 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[2 The need for credible media information]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=275</guid>
		<description><![CDATA[The decision to buy advertising should be based on actual circulation and reader/user demographics. It is a business decision which should be quantitative versus solely qualitative or one of reputation and perceived image.
There is a need to estimate the worth of future advertising investments in different publications/media. On the other hand, the information used to [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>2.3. The consequences arising from non-accountable figures</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/2-3-the-consequences-arising-from-non-accountable-figures/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/2-3-the-consequences-arising-from-non-accountable-figures/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:56:22 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[2 The need for credible media information]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=273</guid>
		<description><![CDATA[2.3.1. For the advertisers
Without credible media information, advertisers put their media investments at risk. During the planning of an advertising campaign, there is not necessarily enough past information to make fully informed decisions.
2.3.2. For the media agencies
Media agencies are generally less accountable to their advertiser clients. Their media plans can be based on incorrect assumptions, [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>3. Why would you need an ABC in your country?</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/3-why-would-you-need-an-abc-in-your-country/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/3-why-would-you-need-an-abc-in-your-country/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:55:11 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[3 Why would you need an ABC in your country?]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=271</guid>
		<description><![CDATA[Have you, as an advertiser, had enough of the fairy tales told by publishers about their circulation? How many times have you asked for better media data from you suppliers (media agencies, publishers)? How many times have you actually received better data? 
As a media agency, can you sincerely say that your agency is able [...]]]></description>
		<wfw:commentRss>http://ifabc.org/htcaaiyc/2010/08/12/3-why-would-you-need-an-abc-in-your-country/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>4. Is the time right?</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/4-is-the-time-right/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/4-is-the-time-right/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:54:48 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[4 Is the time right?]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=269</guid>
		<description><![CDATA[Perhaps there is enough momentum to create an ABC in your country? 
Nonetheless, while your intuition may suggest it, certain conditions in the marketplace will ensure your ABC’s successful development.
Here is a practical checklist:
•	Level of market competition: the greater the number of players (advertisers, media agencies, publishers), the higher the probability that an ABC is [...]]]></description>
		<wfw:commentRss>http://ifabc.org/htcaaiyc/2010/08/12/4-is-the-time-right/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
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		<title>5. Values and principles governing an ABC</title>
		<link>http://ifabc.org/htcaaiyc/2010/08/12/5-values-and-principles-governing-an-abc/</link>
		<comments>http://ifabc.org/htcaaiyc/2010/08/12/5-values-and-principles-governing-an-abc/#comments</comments>
		<pubDate>Thu, 12 Aug 2010 12:54:20 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[5 Values and principles governing an ABC]]></category>

		<guid isPermaLink="false">http://www.raggafuegos.com/projects/ifabc/?p=267</guid>
		<description><![CDATA[An ABC stands for trust. The trust of an ABC is driven by the following values and principles:
•	Transparency
•	Industry ownership
•	The industry standard
•	Self-regulation
•	Non-for-profit organization
•	Equidistance from the market players
•	Professionalism
The fundamental product of an ABC is its credible data. It acts as the foundation for building and maintaining trust. All of an ABC’s structures, decisions, operations, services, and communications [...]]]></description>
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		<slash:comments>0</slash:comments>
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