The Audit Bureau of Circulations of South Africa (ABC) has formally adopted new rules on the way publishers report on their circulation figures.
”In line with a worldwide trend to provide information on a more frequent and transparent basis to the advertising and marketing industry, the ABC will now report audited circulation data on a quarterly basis,” it said on Monday.
The new rules will apply to circulation data for the first quarter of 2006 and will be reported by the ABC in mid-May 2006.
The ABC said it will run workshops to assist publishers and their auditors to implement the new rules and will meet marketers and their advertising agents to ensure best usage of the data.
The changes were initiated more than a year ago by the ABC board.
Organisations involved in drafting the new rules included the Advertising Media Forum, Association of Communication and Advertising, the former Marketing Federation of South Africa and Print Media SA. — Sapa