Media buyers and advertisers are calling for the more frequent
release of consumer magazine circulation data in order to foster a
clearer understanding of the market.
Representatives from both sides feel a move to the quarterly release of
monthly magazine figures by the Audit Bureau of Circulations would be
right for an increasingly crowded marketplace.
The call comes in the wake of the industry’s second ’magazine’ day on
14 February and the release of the six-monthly ABC figures.
Jackie Almeida, a director at CIA Medianetwork and one of the agency
representatives on the ABC working party, said: ’With established
monthly titles we need a three-monthly breakdown. Then we can revisit
what we do with weeklies.’
Others called for a swifter move to the monthly publication of weekly
Sue Hawken, Emap Elan’s representative on the ABC Council, said:
’People have to look at what’s practical. If advertisers want it and
are prepared to pay we’ll do it, but at the end of the day everyone
tends to work in averages.’
The issue will be addressed at an ABC Council meeting on 3 March,
although changes may not happen until 1998.
ABC figures, p8.