Newspaper battlelines: New Age says ST ‘fudging’ numbers, Times clarifies

One can argue that this is the problem with print, circulation is always up for debate. A copy distributed or sold cannot guarantee a certain number of eyeballs, one of the advantages with digital, although in that space you deal with a technically more astute character in bots. The New Age accused the Sunday Times of ‘fudging’ its numbers following a recent ABC press statement, which suggested 12,500 copies were incorrectly classified as business subscriptions. The SundayTimes has attempted to clarify the situation, saying the figures will merely be reclassified. “It’s important to note that the copies are not being questioned as to their actual delivery or use, but on the basis of a contract that was not directly aligned with ABC rules.” It’s one of the many challenges ‘old’ media faces and is sure to grow as competitors play in a diminishing space. There is also a response from Gordon Patterson to MediaOnline, who says there seems to be a mischievous nature about the nature of this ‘leak’. – Stuart Lowman

Times Media Statement

Johannesburg, 14 October 2015: Times Media has noted the recent statement issued by the Audit Bureau of Circulation (ABC) regarding the reclassification of a portion of the Sunday Times circulation for the period July 2014 to June 2015.

The ABC conducts regular check audits to ensure that circulation numbers are classified correctly for the purpose of quarterly ABC reporting.

Sunday_Times_screenshot

Following a recent check audit, Times Media was alerted by the ABC that a newspaper deal pertaining to approximately 12,500 copies of the Sunday Times had been incorrectly classified as Business subscriptions.

It is important to note that the copies are not being questioned as to their actual delivery or use, but on the basis of a contract that was not directly aligned with ABC rules.

Andy Gill, Managing Director for Times Media explains that, “Times Media management met with the ABC Board to debate the re-classification of the copies as Third-party Bulk, since there was no debate as to whether the copies were distributed and received by the intended recipients.  The decision by the ABC Board was however that the copies should be classified as Voucher copies and we will abide by the decision.”

Although the 12,500 weekly copies of the Sunday Times will now be classified differently and will subsequently not be reported as part of its Core circulation figures, the newspaper has continued to grow its readership.

Readership of other weekly newspapers has declined by 1.3%, yet the Sunday Times’ reader base has grown by 8.8% year-on-year (AMPS 2015BA vs AMPS 2014BA – Jul14Jun15 vs Jul13Jun14).

Similarly compared to the previous six-month measurement, other weekly newspapers have contracted by 0.8%, while the Sunday Times’ readership has grown by 7% (AMPS 2015BA vs AMPS 2014AB – Jul14Jun15 vs Jan-Dec14).

“We will continue to innovate to grow the footprint of our titles and seek new readers and build value for our advertisers,” says Trevor Ormerod, GM Sales & Marketing, Times Media. “Through distribution we will always look to access new markets and develop readership.”

Audit Bureau of Circulation media statement

The ABC undertakes a considerable number of check audits each year within its audit and reporting processes.

During the performance of a routine check audit on Times Media Group’s newspapers, it was established that certain copies of the Sunday Times were incorrectly classified as Business Subscriptions.

The ABC determined that these copies qualify as voucher copies and will be re-classified accordingly.

The circulation certificates of the Sunday Times will be adjusted for the previous 12 months i.e. from Quarter 2 (July- September) 2014, and revised circulation figures issued. The exact number of copies to be excluded from circulation has yet to be precisely determined, but is in the region of 12500 copies.

The ABC Board remains resolute in its commitment to all stakeholders to uphold the integrity of the currency, and to deliver accurate, credible, and consistent circulation data.

In keeping with our check audit process, a statement to all members will be issued shortly.

A personal perspective from Gordon Patterson

Per recent communication I understand from Charles at the ABC that the statement has been issued in response to the current speculation around theSunday Times ABC circulation check audit.

I’m delighted by the attention that this particular check audit has attracted and hope that other check audits receive similar attention; although I doubt it.  I cannot help but suspect that a degree of mischievousness lies the source of the current speculation.

The check audit as mentioned is an ongoing process within the ABC routines.  As a critical currency, you will appreciate that the ABC cannot be drawn into speculation nor rushed to release incomplete data. Our responsibility to our stakeholders requires restraint in order defend  transparency and preserve the trustworthy reputation that our ABC has built over the years. Often I speak to colleagues around the world and I can assure you that our ABC is respected and viewed as a progressive source of innovative solutions that many countries struggle to implement.

I’m really curious about the source of the “leaks” received and wonder what the motivations might be?  It could possibly be to achieve a commercial advantage in the tough trading conditions, to distract attention away from their own poor performance. It could even have come from publishers that do not have the courage to even join the ABC for fear of the transparency and possible contradiction that independent measure might reveal.

It could be a number of things, I guess.

What is clear is that the leak was choreographed to just pre-empt the ABC announcement so as to create the impression that little or no progress was being achieved. Fortunately this will be seen by industry commentators for what it really is, a cheap shot!

In conclusion, all check audits that require a re-statement  ultimately prompt a review of the rules so as to clarify the source of the miss-understanding and to ensure the rules stay ahead of developments. This has and I guess will continue to be the case.

* Gordon Patterson is the Business Director at Omnicom

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