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BtoB

Questex picks Verified as new auditor

By Published on .

Newton, Mass.—Questex Media Group announced Monday that it has selected Verified Audit Circulation as its new audience auditor.

Questex, whose properties previously were audited by BPA Worldwide, said the rise of the Internet has changed the way marketers measure audiences.

“It is imperative that we begin to measure cross-platform reach so that we can offer the audience insights our marketing clients need to optimize their media plan,” Tony D’Avino, exec VP of Questex, said in a statement. “Even before the economic turmoil began, our customers’ focus was shifting from mass reach to audience value—ultimately measured by results, not circulation statements that show print issue receivership.”

Questex said its new integrated audit statement will present demographics and reach separately for each brand’s media channels including print and digital editions, events, Web sites, e-newsletters and supplements.

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