BtoB

BPA anticipates 15% dropoff in audited publications

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Shelton, Conn.—In another sign of how the recession is affecting b-to-b media, media audit firm BPA Worldwide expects that as many as 15% of publications audited by the group will discontinue their memberships in fiscal 2009, which ends June 30, according to Glenn Hansen, BPA’s president-CEO.

Hansen said he anticipates the falloff this year will be worse than the 12% dropoff in publications in the wake of the bursting of the Internet bubble. He said BPA is working with members to trim audit costs by, for example, printing fewer copies of audit reports or forgoing color.

Some publications have gone out of business, while others are dropping their BPA memberships to cut costs. “I think it’s very short-sighted,” Hansen said.

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