HEARST AGREES TO REJOIN PIB AFTER ADJUSTMENT TO AD-PAGE REPORTING NEW CATEGORIES TO TALLY SPECIAL ISSUES, OUTSERTS

By Published on .

After a brief hiatus from the Publishers Information Bureau, Hearst Magazines last week agreed to rejoin the industry trade group after new guidelines were formally adopted by the PIB Council for reporting ad pages in the monthly tallies.

Hearst withdrew from PIB last month after the PIB Council made a controversial ruling that a multi-title supplement, Currency, produced by rival Conde Nast Publications would be allowed to count its ad pages (AA, May 4).

NOW FOUR CATEGORIES

Under the new guidelines, effective retroactively to Jan. 1, 1998, ad pages will be reported in four categories, as opposed to the two traditional totals of ad pages and ad revenues.

The new reporting structure will identify ad pages and revenue generated by a title's scheduled issues-meaning if it's a monthly, all ads appearing in those 12 issues. Another total will track all ad pages and revenue generated from unscheduled, or special, issues produced outside the regular schedule.

For example, commemorative issues produced after the deaths of Princess Diana and Frank Sinatra would count in this category, or Cosmopolitan's All About Men issue.

COUNTING SUPPLEMENTS

A third category would total ad pages and revenue for any supplemental issues or outserts, such as Conde Nast's Currency.

A fourth will tally those three categories for a total ad page and revenue count.

"All of the members were in agreement that we could enhance the data we were providing," said Don Kummerfeld, president of Magazine Publishers of America. "I think it is a step forward. We are not taking away any information that we provided before, but we are adding information that has always existed but had never been broken out in this way before."

He added that the new reporting structure will give a more accurate picture of magazine advertising.

Mr. Kummerfeld said that when PIB does its ranking of magazines by ad pages and revenue, any title with a total including supplemental or unscheduled ad pages will be footnoted, explaining the breakdown of ad pages.

BRINK REINSTATED

Hearst Magazines Exec VP Bob Brink, who had resigned as PIB Council chairman when Hearst withdrew, has been reinstated and will serve out his term through November.

In other MPA news, Hachette Filipacchi Magazines has rejoined the organization after a five-year absence; David J. Pecker, president of the company, had been one of the group's most vocal critics in past years.

In this article:
Most Popular