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ABC To Take Action Against Unaudited Publications!
Monday, 14 December 2009 09:19
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The Audit Bureau of Circulation (ABC) Chairman Datuk Vincent Lee yesterday revealed that more than 300 magazine titles in the media market place do not put themselves through the ABC independent process to verify their circulation process.
The Audit Bureau of Circulation (ABC) Chairman Datuk Vincent Lee yesterday revealed that more than 300 magazine titles in the media market place do not put themselves through the ABC independent process to verify their circulation process.

Datuk Lee said, “The ABC audit process is important to ensure advertisers and media buyers can have complete trust in the circulation figures claimed by publishers. It also provides confidence that advertising budgets are being spent effectively. The ABC process provides the assurance to advertisers and media buyers, the circulation they are buying is being delivered.”

Public listed companies who are placing advertisements in these unaudited publications could be violating their accountability standard to their shareholders. “With ABC verification everyone are assured the circulation data they used are credible, reliable and accountable,” says Datuk Lee.

ABC plans to take class action, on behalf of advertisers and media buyers, against selected unaudited magazines with high advertising revenue to substantiate their claimed circulation figures. All non audited publications are will be given latest till end of February 2010 to go under the audit process.
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