ABC to re-evaluate audit processes

The Audit Bureau of Circulations (ABC) is reviewing its newspaper auditing process following the Trinity Mirror affair, admitting that it may not be robust enough to prevent similar abuses.

The Audit Bureau of Circulations (ABC) is reviewing its newspaper

auditing process following the Trinity Mirror affair, admitting that it

may not be robust enough to prevent similar abuses.



The admission comes after a month-long investigation by the ABC into

claims of inflated circulation figures at three Trinity Mirror titles:

the Birmingham Post, The Birmingham Evening Mail and the Sunday

Mercury.



One of the objectives of the investigation was to establish whether

current audit processes and inspections could be improved.



In a prepared statement, an ABC spokeswoman said: ’The investigation has

led the ABC to review whether its inspection process is strong enough to

protect the system of independent auditing from further events of this

scale.’



She added that the council is currently evaluating exactly what changes

are needed, but could not say when the results would be announced.



The investigation confirmed the scale of the apparent irregularities

involved in the Trinity Mirror case, implying that advertisers,

newsagents and the ABC may all have been deceived.



Although the ABC believes there is no evidence to suggest Trinity Mirror

was anything other than an isolated case, it has imposed sanctions on

the three titles.



They will be suspended from ABC membership until January 2000; monthly

audits will be carried out on the papers from January until December

2000; and only ABC auditors will be allowed to undertake the audit

work.



The ABC’s decision comes just a week after a row between Trinity Mirror

and the Institute of Practitioners in Advertising over the newspaper

group’s decision to set up an arbitration panel to assess advertisers’

compensation claims.



The IPA declared the move was a delaying tactic and refused to join.



Trinity Mirror hit back by accusing the IPA of failing to come up with

an alternative workable solution (Marketing, December 9).



However, as Marketing went to press, both parties were meeting to try to

find a way forward.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug