Opinion | Editorials
A challenge that must be accepted
Time to end the spurious claims regarding circulation figures
- Published: 23:32 May 3, 2009
Coinciding with the 40th International Advertising Association World Congress being held in Dubai, we have thrown down a challenge to local publishers of newspapers and magazines.
Not only do we ask that newspapers and magazines be audited by independent bodies something the local advertising industry has been calling for recently but we also call upon our competitors to be audited by two different and independent audit bureaux, thereby providing greater and more reliable evidence of any claims made in regard to circulation.
We first called upon our competitors two years ago to accept our challenge to open their books, as we would do, and allow complete and thorough inspection of production and circulation figures, but the contest was never taken up.
Now, in common with our record over the years, we will lead the industry again and allow Gulf News and its sister publications to be audited by two companies that specialise in providing such information. We will go further and suggest to these companies areas that they may want to investigate. This is to ensure they have complete disclosure from us, on the understanding that our competitors will do likewise.
Why are we taking such a confrontational stand? It is simple. We are tired of hearing the various claims made by some of our competitors in regard to circulation and distribution figures they have achieved.
We believe it is right and proper, for the good of the publishing industry in general and the region in particular, to be up-front and honest in the way in which circulation figures are disclosed. We believe it is right and proper for the advertising industry, for advertisers and for our readers to know, and have access to, the correct information. It is upon such information they can then make their own judgments.
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