The Audit Bureau of Circulations (ABC) gave the print industry a stern
warning, saying it was ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œreprehensible and disgustingÃƒÂ¢Ã¢â€šÂ¬Ã‚Â that
certain titles were manipulating their stated circulation figures, writes Thom McLachlan in Business Day.
ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œWhether we like it or not, weÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢re at a crossroads and the print industry is at stake here,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â ABC president and chief financial officer at Caxton, Gordon Utian, said yesterday.
He said ABC members had not realised that ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œthe rules had changedÃƒÂ¢Ã¢â€šÂ¬Ã‚Â since previous years and risked ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œsailing too close to the windÃƒÂ¢Ã¢â€šÂ¬Ã‚Â by manipulating their figures.
Utian said that while the ABC and the Magazine PublishersÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢ Association of SA (Mpasa) had come under attack, the advertising and marketing industries were equally to blame. ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œWho in the ad industry actually looks into the details? They spend billions on behalf of their clients ÃƒÂ¢Ã¢â€šÂ¬Ã¢â‚¬Â but who checks?ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â
The ABC uncovered circulation figure manipulations in August in seven of industry-leading magazine publisher Media24ÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s womenÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s titles.
Click here to read the full report, posted on Business Day's website.Ãƒâ€šÃ‚Â