The One Question You Must Ask Before Booking A Print Ad

The One Question You Must Ask Before Booking A Print Ad
SHARE
THIS



In this opinion piece, Chris Bland, publisher at Monkey Media, says before asking all the obvious questions, there’s one which needs to be answered.

There are plenty of questions a marketer should ask before booking an ad. Some of the most obvious are questions like ‘who reads the magazine?’, ‘what features do you have?’ and of course ‘how much will it cost me to advertise?’. But there is one question even more important, and it should be the first question you ask; “Is your magazine circulation independently audited?”

Because if the answer to that question is no, then the answers to all the others are meaningless.

Who reads the magazine: quite possibly nobody!

What features do you have: it doesn’t matter!

How much: if it’s more than $0, it’s too much!

There is one official body in Australia that does all independent audits, the Audited Media Association of Australia, also known as the CAB or ABC. This organisation independently scrutinises the circulation claims of publishers, making sure the rigorous rules and standards set by the industry are met.

Publishers demonstrate their integrity to their advertisers by their willingness to be independently audited and to meet industry standards.

While professional marketers are usually familiar with circulation audits, often the person responsible for marketing a smaller trade or niche company has not come across the concept before and isn’t sure where to start.

A great place to start is the Quick Find portal, a website where anyone can register for free to double check any publication’s figures.

If a publication you are thinking about advertising in isn’t listed on the portal it means it isn’t being audited. By handing over your advertising dollars to them, you are opening yourself up to being scammed.

While not all unaudited magazines are scams, all scams are unaudited so the safest way to avoid being scammed is to avoid unaudited magazines altogether.

Often unaudited magazines can be quite convincing. They will produce an actual magazine but it is likely to have a tiny print run that is distributed freely to advertisers and perhaps to exhibitors at a trade show. The publishers may boast thousands on their subscription list but without anyone checking, how do you trust their claim?

From a publisher’s perspective, getting audited is a fairly simple and cost effective process, so there’s really no excuse for not doing it – unless, of course, you have something to hide.

So before you ask anything else, make sure you ask “Are you audited?”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]