TITLE

Changing the numbers game

AUTHOR(S)
Kerwin, Ann Marie
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the move of three Southern California newspapers to ask the newspaper industry to reconsider how it reports its circulation for advertisers. The Los Angeles Times of Times Mirror Co., Freedom Newspapers' Orange County Register and Spanish-language national La Opinion have hired Price Waterhouse Coopers to conduct quarterly circulation audits that advertisers can use instead of the industry's standard, half-year audit reports issued by the Audit Bureau of Circulations (ABC). The newspapers, frustrated by ABC rules and procedures, decided that the best way to tell their true circulation story was to hire their own auditor.
ACCESSION #
2585022

 

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