Do ABC and BPA Need to Partner?

Joining forces could provide tougher standards to make all sides put up or shut up.

By Barry Green
12/09/2009 -11:43 AM

Question: “What’s That I Hear?” (Phil Ochs)

Answer: “The Times They Are A’Changin” (Bob Dylan)

Bobby (we’re “tight”) was correct regarding the world of b-to-b Publishing: Times have changed and the rock that has tethered it to reality has been eroding. That “rock” is allowing independent third party validation by ABC or BPA to be done for the circulation/demographic claims of trade publications. Almost 100 years ago, this validation system was created and those verifications have been the mechanism for advertisers to target and reach the qualified readers of trade publications with magazine display advertising.

I know, I know—just by saying “trade publications,” I sound like an old fuddy duddy. (I may be old, having started my publishing career at BPA 40 years ago, but I don’t think I’m a fuddy duddy.) Nevertheless, I contend that no matter how “multi-channeled” a b-to-b media company has evolved, the backbone of the brand was started by the magazine. It created the receivership, the industry cohesion, the identity of the advertisers and the desire for the business information to be gobbled up and assimilated by the readers in the market covered by its editorial.

Dylan and I noticed that the times started a’changin’ during the last 10-15 years and then went into “BTO” (Bachman Turner Overdrive) about 5 years ago. You don’t need to be a brain surgeon to realize that “publishing” has evolved into “media” and in the course of the transition from print over to multiple touch points with the “audience,” the perceived importance of the magazine’s market coverage and demographics have decreased—even though the actual revenue from the online activities has been a smaller percentage of the company’s total earnings. This movement is away from the magazine side but it will take some more years for it to catch up. The real story is that media companies are selling consolidated advertising opportunities and attempting to make back the money lost in the downward spiral in print advertising compounded with the economic turmoil and crises of the last 3 years.

Now to the Crux of the Matter

As part of this wave, there has been a dramatic movement of b-to-b publications determining that they do not need to be audited/verified by ABC or BPA. The ad sales emphasis is on the “total reach” being measured by “Web analytics” (with much confusion as to the metrics measured by each analytics provider; thus, making comparisons virtually immeasurable.) The size, quality and recency of the portion of the audience being covered by the magazine itself are being given short shrift.

Circulators—who have evolved into to being audience development professionals—have done a terrific job by using their inherent abilities to develop databases and, in fact, training IT departments as to what really goes into the market coverage being generated online and how to maintain that data for accuracy, usability, as well as for internal and external scrutiny.

They have also worked very closely with the fulfillment industry to control the information on a “customer centric view” to see all the ways in which the members of the audience are involved with the multiple contact points offered by the brand: Print issues, digital editions, Web sites/informational resources, white papers, trade shows/ events, enewsletters, Webinars, custom publishing, and many others that my feeble brain can not recollect at this moment.

And, the audit bureaus should be given credit for attempting to provide audits that can cover the entire Total Audience Brand Reach figures that are being promoted. Recently, both ABC and BPA presented at a National Trade Circulation Foundation, Inc. (NTCFI) luncheon explaining new formats and initiatives towards Total Audience Audits—realizing that the new reality requires total brand reach information and if the audit side disappeared, it would be like the Wild Wild West with outrageous unsubstantiated claims wherein no one would be able to take anything seriously or believe them at all. Then, where would the confidence level for advertisers be?

Time to Put Up or Shut Up

Recently, one of the major players in the healthcare/medical advertising market, Pfizer, issued a declaration that they will not advertise in any unaudited publications. I say, “Bravo” to them. Maybe it is time for ABC and BPA to join forces in getting more of the respected advertisers to join in supporting the need for verified, audited data. By combining the audit bureaus’ strengths in their relationships with many of the big-time advertisers and agencies, they may be able to unleash the power of “put up or shut up” on all sides. I, for one, believe the time has come to punish the shirkers and actually reward those who submit and verify their data utilizing tough auditing standards.

And, while we are at it, let’s put an end to the myth that says that publishers are saving tens of thousands of dollars by foregoing an audit. That is a lot of malarkey when you realize that the actual dollars being paid to the audit bureaus is peanuts in comparison to the entire operational expenses of a b-to-b media company. The real substantial costs are those that the company has to spend in order to keep the files up to date and accurate for the data qualifying an audience member to be included in the reach of the brand. So, when being audited is eliminated, the quality of the audience and accuracy of the actual reach are quickly and radically deteriorating.

So, in conclusion, I revert back to my former auditor self of 40 years ago when I was positively convinced of the importance of the job I was doing to ensure level playing fields and valid data in the marketplaces. Turn back the clock and let’s make sure we are all held responsible to our readers and to our advertisers. I know it is not a totally one-sided situation—there have to be some realistic concessions on the advertising front as well—but that is a topic for another day.

Barry J. Green is president of CircExperts, a consultancy firm providing services to b-to-b publishers to reach audit/audience goals with an eye toward saving money. He has spent 40 years in the b-to-b publishing industry as a circulation auditor, a fulfillment company manager, and 25 years in circulation/audience development at Hearst Business Media.