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Media Intelligence : Media Trends+Strategy 2012
Circulations Audit Board 42 MEDIA Trends + Strategy Y ou wouldn’t hire an employee without checking their credentials so why should it be any different when investing in advertising? Yet, some $29m is lost annually through media scams, according to conservative estimates made by the Circulations Audit Board (CAB) in conjunction with the Department of Fair Trading, earlier this year. In the past year alone, there has been more than 150 instances of ‘fake’ publications operating in Australia, tricking businesses into spending money on advertisements that never reach their intended audience, and into paying fake invoices that seem to link to real advertisements.The CAB knows all about the hardship faced by victims of these scams; being one of the information sources advertisers are referred to by the Department of Fair Trading. The CAB’s Count On Us Campaign aims to spread the message about the importance of audited media as well as give advertisers the tools to protect themselves from media scams. The campaign began in mid-2011 with the roll out of a series of print ads, appearing throughout the CAB’s 800 member publications. The ads explain how investing in audited media protects your media spend by guaranteeing that the title does in fact exist and that the circulations figures quoted to you are independently verified and correct. In addition to the roll-out of the ad campaign, the CAB has Media scams are alarmingly widespread in the Australian market, a fact that is all the more concerning in Australia, considering ad spend per capita is the highest in the world. The Circulations Audit Board (CAB) has been working with its members and media industry bodies to help provide the tools to allow advertisers to protect their advertising dollars. Audited mediA sAfe guArds Ad spend MEDIA Trends + Strategy Geoff Hird, publisher at Westwick-farrow Media and Publishers Australia chairman has been a keen supporter of the CAB’s verified recipient reporting for many years. He talks about how Westwick-farrow Media embraces CAB data. Westwick-Farrow Media has been using CAB’s Verified Recipient reporting to advantage since it was launched in 2009. “The Advertisers Win’ letters produced by the CAB to back up this extra level of reporting and audience transparency have been used heavily by our sales team when presenting the value of our media. It is also useful when advertisers are comparing one magazine against another and as we were the first to market with this reporting (which, since the audit period just completed, has moved from optional to compulsory) we have won a number of contracts as a result,” Hird said. “We look forward to working with the CAB to develop digital edition audits as a part of Masthead reports in 2012 as we are seeing overall growth in subscriptions across our magazines since launching the web- based eMag versions but currently are not able to include this in our audits. I think the idea of Masthead reports is solid, as it shows the audience engagement and commitment to the Verified recipient reporting supports marketing initiatives “Scammers breach the Australian Consumer Law by engaging in false and misleading advertising, and billing for services not provided.” Don Jones NSW Fair Trading assistant commissioner ABA’s Quick Find, free online search p42-43_auditBureauFea.indd 42 28/11/11 2:26:11 PM
MT Resource Guide 2011
MT Resource Guide 2012