This time, Emap has published sales figures only for those magazines that have been actively purchased; magazines given away as part of bulk deals will not feature on its ABC certificates. In doing this, Emap has created a new benchmark for publishers, standing above the recent controversy over bulks and setting a new standard for transparency in the medium. The gauntlet has been thrown down for other publishers to follow suit.
Spending painstaking hours poring over the important magazine ABC results (from page 19 in this week's issue) is a daunting task at the best of times. So Emap should be applauded for being the first publisher to cut through the confusion and deception traditionally characterising media stats.