×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

SPECIAL REPORT:MEDIA BUYING & PLANNING;REGIONAL BUYING BRINGS PAN-EUROPEAN AUDITS

By Published on .

The European press is taking steps to standardize the different national circulation audits.

The Zurich division of the International Federation of Audit Bureaux of Circulations plans to develop the organization's first pan-European auditing standard.

The new research system, expected to be in place next year, will be spearheaded by a development committee formed by the local circulation bureaus in the U.K., Germany, Sweden, Denmark and Switzerland. The IFABC represents 14 bureaus.

The move has been prompted by the increasingly pan-European reach of newspapers and magazines, such as The Financial Times and Wall Street Journal Europe.

"We now buy media across boundaries. But there is no way a media buyer is able to compare newspaper sales [within] the different European countries," explained John Beadell, chief executive of U.K.-based Audit Bureau of Circulations, Berkhamsted, England.

The idea is to produce a Europe-wide sales measuring standard that will not disrupt existing national systems.

"It will run parallel with current procedures, and publications that want to use it will be free to do so," Mr. Beadell added.

Most Popular
In this article: