According to Anne Cassidy of Brand Republic, media buyers and publishers are disputing after the majority of magazine companies failed to provide audited month-by-month circulation figures. It seems that advertisers in the UK are starting to demand circulation data.
Ying Zhao published an academic paper about Chinese media. He talks about how Chinese media changed once circulation audits came to the country, restoring advertiser faith in print media.
Steve Barrett of MediaWeek talks about the importance of getting audits to prove reach. Even when the numbers are down, he maintains that it’s still valuable to have circulation data.