ONLY AUDITED MAG RESIGNS FROM PROCESS
Logistics Manager, the only magazine in Thailand with a globally recognized independent circulation audit, has applied to resign from the process.
Information from the BPA website shows the magazine, which has what's called a controlled free distribution to those in the logistics industry, shows the last audit happening in June last year when 5,289 copies of the magazine were being distributed. A 'resignation pending' note is now attached to the information about this magazine.
This news means Thailand will not have a single magazine with either a BPA or ABC circulation audit. One magazine produced in the Kingdom - Instore Magazine - does have an audit but its distribution is entirely in the United States.
I've blogged often about the benefits of auditing and how I planned for my magazine to undergo circulation auditing. The truth is that it's hard, not least because of the lack of a suitable and auditable paper trail throughout the whole printing, distribution and sales process. An auditor needs to be able to track the entire process on paper and in many cases that's almost impossible.
Some magazines and newspapers have opted for a certified print run statement which is produced by an accountant and confirms the number of copies printed. I personally think, from an advertisers perspective, those statements are worthless.
1 comments:
Hi, Dwight from Logistics Manager (LM) here. Yes during the economic crisis I was looking to save costs and thought about canceling our BPA membership. In the end I did not and we are still Thailand's only BPA-audited publication printed in Thailand.
An interesting fact though - in 10 years of being audited not a single advertiser or even ad agency has asked about, or even seems to know what BPA is. It is all 'relationship' selling here, not so much to do with quality distribution. And advertisers wonder why they do not get good results from print ads here... Well you know what they say, "T.I.T." (This Is Thailand).
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