Decision delayed on moves to make newspaper circulation figures more transparent
The Audit Bureau of Circulations’ attempt to bring greater transparency to newspaper figures has taken longer than anticipated, with a pre-Christmas deadline missed and the flood emergency creating further delays.
But ABC boss Paul Dovas told Mumbrella that discussions were still going at “a pretty good pace”.
The reform of the ABC’s rules moved onto the agenda after questions were raised about what is currently being classified as a newspaper sale.
The headline figure includes copies given away with the price of admission to a sporting event or attraction – regardless of whether a visitor actually takes a newspaper – and heavily discounted copies where somebody might sign up at a massive discount at the start of the year and is counted as a daily purchaser even if they don’t pick up the paper every day. An investigation by Mumbrella last year raised questions about large piles of unread copies of Fairfax Media’s Sydney Morning Herald. The ABC later concluded that the SMH had acted within the rules as they currently exist.
about bloomin’ time. not only does it distort figures for ad revenues but it will certainly through a new light onto the actual reality of print vs online media consumption. it’s easy to see how many people click on a website, even how long they motor about it, but with a newspaper – well, you never know.