Whither, Audits?
There’s been a lot of behind-the-scenes grumbling about the state of audits, particularly in the b-to-b realm. That is, until now. With this issue, they’re out in the open.
There’s been a lot of behind-the-scenes grumbling about the state of audits, particularly in the b-to-b realm. That is, until now. With this issue, they’re out in the open.
Displaying her usual expert analysis, contributing editor Karlene Lukovitz delves into the integrated audit issues of particular frustration to some publishers. Starting on page 20, she balances the needs of publishers to have their audience audited across a brand platform with the realities of the market—chief among them, budget crunches and a supplier market increasingly uninterested in audit details. “For all of the sometimes-heated debate about print circulation auditing within the b-to-b arena, the reality is that media companies continue to invest in independent third-party audits wherever they are needed to compete effectively within a market. However, many on the seller side maintain that demand for circulation audits has declined, or question whether media buyers are closely reading or analyzing the statements, given shifting marketing priorities,” she writes.
And in a frank Q&A starting on page 26 Hearst Business Media’s Barry Green, a 25-year circulation veteran who has just, finally, come to terms with the phrase “audience development,” offers further, candid, insight into the audit landscape from his perspective. With our economics in the shape they’re in, he sees publishers in increasing numbers taking shortcuts with their auditing using “negative option” tactics and stretching further into 2- and 3-year subscribers—especially if media buyers aren’t noticing or don’t seem to care. Indeed, he notes that a publisher can save up to $250,000 by ditching all the marketing traditionally used for new business and requal efforts.
Yet, none of this is going unnoticed by the auditing firms. ABC and BPA, for example, have been pursuing integrated audit services, available now, and BPA in particular has been working closely with PennWell to develop a “Brand Reach Audit Report” designed to provide a single audit across all the platforms a brand wants to report—print, Webinars, Web site traffic, events, and so on. The first beta audit, reports Lukovitz, will be complete at the end of June.
Recently in Auditing 
Most Read on Audience Development
 |
 |
 |
Career Center
Join the Audience Development Group on mediaPRO
Connect with Magazine, eMedia & Publishing Industry Peers
Latest Audience Dev Discussions
Upcoming Webinars
No Upcoming Webinars
Recent Webinars
