MAGAZINE REVERSES AUDITING DECISION

Earlier this year I wrote about the decision by Bangkok-based Logistics Manager to resign from the BPA Worldwide independent media circulation audit process.
The publishers of the 24-times-a-year trade magazine have since reversed their decision, with the latest audit statement showing an average issue circulation for the six months ending June 2009 of 4,995 copies. That represents a 5.07 per cent decline on the previous six-month period and a 5.56 per cent decline year on year.
Logistics Manager is not a news trade magazine. It uses a "qualified distribution" model where it is distributed free to those working in the logistics industry, or those with an interest in the subject matter. It has to be requested, meaning the publisher benefits from knowing exactly who gets the magazine and exactly how many copies need to be printed. Advertisers also know exactly who is reading the magazine, and that information is even broken down into industry sectors on the audit report.
In addition to The Bangkok Post (58,441 copies per issue, Jul-Dec 2008) which is Thailand's only audited newspaper, Reader's Digest Thailand (69,191 copies per issue, Jul-Dec 2008) and BK Magazine (28,973 copies per issue, Jul-Dec 2008) also submit their records to an independent, globally recognised circulation audit.