Irish advertisers are eager for the country's largest newspaper publisher to return to the ABC auditing fold.
As I reported yesterday, Independent News & Media (INM) has de-registered 12 of its regional titles from the industry's official circulation auditor.
An INM spokesman explained that the company regarded the ABC audit as "too expensive a process" and that its results "did not resonate with local advertisers."
But Ed McDonald, chief executive of the Association of Advertisers in Ireland, wants INM to reconsider its decision, calling it "a retrograde step."
He said advertisers are disappointed, adding: "Having an independent verifying authority is an essential part of the whole system of media auditing in Ireland and is a key aspect for advertisers."
McDonald maintains that it "will dramatically reduce the transparency and clarity" of INM's figures.
He continued: "It's fundamentally important that we have industry agreed standards in place to enable fluid and transparent media trading among media owners, advertisers and buyers.
"It is well-recognised that ABC provides a valued stamp of trust throughout the media world, enabling figures to be traded with complete trust and confidence.
"We would appeal to publishers to note that advertisers support ABC figures and they should be recognised as a necessity, not a luxury. Against this background, we urge INM to reconsider this step and stay within the ABC system".
Source: ABC
