Media24 is being reaudited because discrepancies were found in the original ABC audits of some of their mags.

Most of the publishing houses are already signed up with ABC and their titles are audited as regularly as Media24. They'd only need to ask for a forensic audit if there are indications they've also manipulated the figures.

yes but I think ABC should forensically audit all houses to flush out the dodge figures across the board...

Some houses are very nervous...

how does the abc audits community newspapers
newsapers have to get their own auditor and this surely leaves room for compromise

There can only be one reason for any publisher NOT to have ABC audit on all its publications - it's pulling the wool over advertisers' eyes by making extravagant circulation claims which can neither be substantiated, nor refuted. Without ABC auditing, the Media 24 travesty would have gone on unabated for who knows how long? Any agency or media house which throws its client's hard-earned money into the black hole of a non-audited publication, no matter how enticing it might appear, is irresponsible, reckless and plain stupid.

I was working for the other big publishing house and brought to the attention of the publisher that one publication wasn't even posted out due to an oversight.They acted as if I was mad when I said the advertisers should be informed and refunded or compensated. It was buried as if it wasn't even a big deal - now the whole industry is 'shocked and horrified' at this 'fraud' by Media 24. Puleez

The print industry, with its multitude of new titles launched every year, is already viewed in a fairly sceptical light by a great many agencies and clients. Those guys at Media 24 have just done us all a great disservice by making the industry look even more dicey. Thanks guys.

It is certainly not fair to paint everyone with the same tainted brush. Let the crooks be weeded out so as to allow honest publishers to get on with their business.

IF there are any other publishing houses crooking the books, their figures will drop in the next ABC quarter due to tightening up of bulk distribution and other boarder line transgressions that might be upping circ illegally. It will happen naturally if anyone has anything to hide, they'll be scared of the outcome of a potential audit. So just wait for next lot of figures for some serious truth, and then maybe we can see the weaker titles FINALLY taking a bow. Every one of us has a right to the truth, so lets celebrate this whole horrible ordeal for what it is - a much needed shake up. Let the best mag win.

At Entrepreneur magazine we have worked hard to get to where we are, and we have reported accurately on our circ figures from day one. We would welcome an industry-wide audit!