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Media Intelligence : Media Trends+Strategy 2012
Circulations Audit Board 42 MEDIA Trends + Strategy been working with the Department of Fair Trading to help spread the message to direct advertisers. NSW Fair Trading assistant commissioner for compliance and enforcement, Don Jones says the department considers false advertising/listing scams to be one of the most insidious threats to business today. “Scammers breach the Australian Consumer Law by engaging in false and misleading advertising, and billing for services not provided. If convicted, individual scammers face penalties of $220,000 and corporations can be fined up to $1.1 million,” he says. “All Australian businesses, especially small businesses, need to understand that scammers are highly organised organisations. “To track down scammers, Fair Trading needs businesses to report attempted or actual scams as soon as they occur,” he says. Small to medium sized-businesses are the most common victim of media scams, but that does not mean larger players can’t fall victim to the schemes. Tracking invoices in larger organisations can prove difficult if a system is not in place, especially when more than one person has authority to make payments. Paul Dovas, chief executive of the CAB, stressed that the prevalence of media scams in Australia was yet another reason why precious advertising dollars should only be spent in audited media. “If the publication, website or event isn’t audited, there is no guarantee that it is real and you could be risking your ad spend,” he says. “It is vital to the health of the industry that advertisers have what they need to make informed decisions on how their ad dollars are spent. This is why it is vital that we continue to provide businesses with such tools.” Audited mediA sAfe guArds Ad spend “If the publication, website or event isn’t audited, there is no guarantee that it is real and you could be risking your ad spend.” Paul Dovas Chief executive CAB For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy 43 Verified recipient reporting supports marketing initiatives many brand extensions that have come from our magazines over the past few years. We are now taking the concept of total audience coverage to our advertisers, showing them that in order to reach our total audience (and to reach some of them multiple times) they need to have a presence on all our channels, such as print and digital magazines, websites, eNewsletters, events and apps.” Protect yourself with ABA Quick Find ABA Quick Find allows users to quickly find out if a publication is audited and to access headline figures for all ABC and CAB audited print titles and websites through any device that can connect to the internet. Publishers are encouraged to tell their clients about the tool so they can check a title really exists and is audited, before investing in it. CAB and ABC chief executive Paul Dovas says the new ABA Quick Find tool is another way in which the media industry’s regulator is communicating with advertisers, large and small, to ensure they spend their marketing dollars safely. Visit www.abaquickfind.org.au to access data quickly and easily. Publishers are encouraged to tell their clients about the tool so they Protect yourself from scammers – Top Tips* n CheCk with the Circulations Audit Board/Audit Bureau of Circulations that the title is audited n MAke sure the business billing you is the one you normally deal with. n A lwAys CheCk that goods or services were both ordered and delivered before paying an invoice. n NeVer give out or clarify any information about your business unless you know what the information will be used for. n Try To AVoiD having a large number of people authorised to make orders or pay invoices. n NeVer agree to any business proposal on the phone: always ask for an offer in writing. n iF you are unsure about any part of a business offer, ask for more information or seek independent advice. www.abaquickfind.org.au p42-43_auditBureauFea.indd 43 28/11/11 2:26:24 PM
MT Resource Guide 2011
MT Resource Guide 2012