ISBA member Jeremy Found, head of media at COI, said that any move that gave a better understanding of the market was welcomed.
"I really welcome the action that the National Magazine Company has taken. Anything that gives us a better understanding of the dynamics of the marketplace can only help us in planning effective campaigns."
Steve Goodman, group press director at MediaCom, said that the move would help planners understand the dynamics of the marketplace and improve clients' confidence.
However, he also criticised magazine publishers for their tardiness in responding to clients' requests for more transparency. He called for magazines "to shed this cloud of mystery created by reporting only six-monthly average circulations, and start breaking out the monthly data to allow clients and their agencies to see what they have actually bought into".
So far other publishers refused to follow NatMags' example, and the only public statement has come from the Periodical Publisher's Association, which did not endorse the publisher's move.
The PPA used its statement to stamp out any impression that the magazine sector was considering changing the ABC regime from a six-monthly average to monthly reporting.
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