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Joining the growing movement among publishers in favor of doing away with ratebases, BPA Worldwide CEO Glenn Hansen said last Wednesday night that the days when any magazine has a totally paid circulation are probably over, writes Folio. During the Western Fulfillment Management Association bimonthly meeting in Los Angeles, Hansen also added that for years some of the largest U.S. consumer magazines have been “practicing controlled-circulation while calling it paid.”
“There is no better time than now to just stop [ratebases],” said Hansen. “The United States is the only country that has them.” The ratebase debate is based partly on the difficultly of proving the paid status of sponsored copies, suggesting instead to eliminate ratebases and allow the ad salesperson to then convince the advertiser that the copies go to the right audience, added Hansen.
During the meeting, Hansen also announced that a new BPA product, Audit VAR -which reports variances in areas like newsstand sales - is in beta testing and could become mandatory by the June 2006 audit period.
Furthermore, digital magazines’ market penetration seems to have peaked, increasing the need for publishers and providers of digital magazine to convince advertisers of the value of the format.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
