Mags Balk At New Media Buyer Demands

october 27, 2003  09:25 am
Media buyers have successfully lobbied for changes that give them more transparency on publishers' circulation reports filed with the Audit Bureau of Circulations. But they are pushing for even more details, and publishers strongly suggested they won't make further concessions without a struggle. At issue is what the industry standard should be for that Audit Bureau circulation data, with which advertisers evaluate the $16 billion they spend each year on magazine advertising in the U.S.