Presentation on theme: "Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update."— Presentation transcript:
Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update
2 Rule Changes: Business & Consumer Publicity: if a single issue is promoted, and that single issue exceeds 10% variance from the average of the other issues in the period, average circulation for the period shall be disclosed
3 Rule Changes: Business & Consumer Total copies distributed (print & digital) must be equal to, or exceed the sum of total qualified circ, advertiser/agency circ, non- qualified paid/request circ, and rotated/occasional circ Previously analyzed by silo
4 Rule Changes: Business & Consumer Projecting paragraphs 3b/5 (b/c), and 3c Old: interim qualification figures can be projected using prior audit percentages as long as new circ claim has not changed (+/-) by 10% or more New: interim qualification figures can be projected using prior audit percentages as long as new circ has not increased by 10% or more
5 Rule Changes: Business & Consumer New script options for soliciting telecommunication requests Objective: make acquisition more effective while maintaining the integrity of the request
6 Rule Changes: Business & Consumer New script options only allowed if you are recording the interview Here are the options…
7 Rule Changes: Business & Consumer Option #1 Do you wish to receive this publication? Do you wish to continue to receive this publication?
8 Rule Changes: Business & Consumer Option #2 All that I need to do is update your address information and ask you a couple of questions to send out your free subscription. We show that the subscription should go to (address). Is that correct? All that I need to do is update your address information and ask you a couple of questions to send out your free subscription. We show that the subscription is going to (address). Is that still the correct address?
9 Rule Changes: Business & Consumer Option #3 In order to receive your free subscription to (publication name), I just need a few moments to update some information, ok? I have your name as… In order to continue receiving your free subscription to (publication name), I just need a few moments to verify some information, ok? I have your name as…
10 Rule Changes: Business & Consumer Option #4 Hello. This is (callers name) for/from (publication name) calling to update the information that we have on file so that we can begin sending you a free subscription to our publication, ok? Hello. This is (callers name) for/from (publication name) calling to update the information that we have on file so that we can continue sending you a free subscription to our publication, ok?
11 Rule Changes: Business & Consumer Option #5 Hello. This is (callers name) from (publication name). Id like to start your free subscription and just need to ask you a couple of questions to be able to do so. I have your address as (address). Is this correct? Hello. This is (callers name) from (publication name). Id like to renew your free subscription and just need to ask you a couple of questions to be able to do so. I have your address as (address). Is this correct?
12 Rule Changes: Business & Consumer New standard geo reporting for China (effective 6/07) NortheastEast China North ChinaCentral South NorthwestSouthwest Other
13 Rule Changes: Business & Consumer Promotional incentives During a temporary study period single copies and subscriptions sold in the Middle East with a promotional incentive shall report the copies as qualified paid regardless of the value of the promotional incentive
14 Rule Changes: Consumer Multi-Copy (bulk) redistribution agreements from a centralized office or headquarters are permitted The agreement shall include the list of locations with full address, telephone #, quantity, and contact person details
15 Rule Changes: Consumer Confirmation process is going back to committee for review… Confirm at headquarters? Confirm at location? Confirm level of copies adequate? Annual, bi-annual, tri-annual?
16 Rule Changes: Consumer Public Place circulation clarified Paid and non-paid copies provided, typically in small quantities per location, by the publisher which are intended to be viewed in waiting rooms, hotels, and other locations, and are not intended to be taken away by consumers (effective 6/07)
17 Rule Changes: Consumer Public Place (continued) The public place category has been removed from paragraph 1 Paragraph 4 will detail the public place copies Examples follow…
18 Public Place MCSA (bulk) New paragraph 1
19 Public Place MCSA (bulk) New paragraph 4 Next slide…
Leading the World in Media Auditing. Advantage: BPA Worldwide Publicity
23 The Corporate Rights Name (BPA) Trade Marks (Logo) Figures appearing in BPA statements
24 Jurisdiction Print Electronic: Web sites, , RSS, Blogs, more Power Point presentations Internal docs (that always turn into external docs, despite your efforts to contain)
25 The Basics A member in good standing may publicize BPA membership… On letter head; media kits; advertising materials; mastheads; other Resigning members must cease publicizing BPA membership when the last statement expires
26 The Basics Shall not attribute BPA authority, stated or implied, to products or figures not traceable to a BPA statement or report Shall not make false, fraudulent, or misleading statements
27 The Basics The most recent circulation statement must be used for circulation promotions
28 Shelf Life 15-month limit on any print promotion Must be accurate when printed Reprints must update new circ data Web sites must be updated within 30 days Supplementary data good for 36 mos.
29 Projected Circulation Specific with respect to time frame covered, month/year of distribution Must reference most recent circulation statement or audit report Comparisons only for identical projected period
30 Publishers Sworn Statement Must be clearly noted on all pages May not resemble BPA statement or use BPA logo Qualified only for previously reported data
31 Applicants May publicize they are applicants Note claims as publishers own data No reference to pending or scheduled initial audit Comparisons with like time period May not use of logo
32 Promotion May reprint, fax, and/or publish verbatim any paragraph, in whole or in part from any publications latest statement, except paragraph 11 May not overprint promotional material on the statements Promoting issues that are 10% more than the other issues in the period must disclose avg TQ
33 Readers and Readership May not be substituted for subscriber or circulation May be used in general terms or to reference editorial needs Footnote readership figures as publishers own data or other third party source
34 Comparisons Must be like kind / like period May include previous years/cycles Must reference most recent data for both/all publications If current data is unavailable for competitor, note as such Late filers must reference competitors current data
35 Comparisons Comparisons include market claims and absolute position statements Publishers Own Data may be compared with audited data, provided there is full disclosure Compare print to print; digital to digital; TQ comparisons must include digital, if applicable
36 Terminology & Regrouping Language from 3a may be shortened for editorial brevity; but it may not change the type of circulation reported Regrouping allowed provided methodology is clearly noted
37 Publishers Own Data Must have factual basis May augment audited data, but not supersede or negate Must be clearly distinguished May be compared with audited figures, provided the two are distinguished.
38 Publishers Own Data Unless otherwise noted, all circulation claims are assumed to be traceable to circulation statement or audit report Absence of BPA logo or reference to BPA does not absolve If figures do not come from BPA report, must disclose the source
39 Non-qualified Distribution Must be clearly noted May not infer demographic/geographic breakouts unless supported by fact Sum of qualified circulation and non-qualified distribution must be accompanied by breakout of subsets
40 Formal Complaints Submit a written statement of the facts to the president Formal complaints must be accompanied with a $225 fee The defendant must receive a copy of the complaint
41 Formal Complaints The defendant is required to respond, in writing, within 5 days of receiving the compliant Send a copy of response to the complaining party All facts will be reviewed and a decision will be rendered
42 Formal Complaints No reproduction of correspondence without prior written permission
43 Formal Complaints: Recourse No violation - no further action Cease and desist, change going forward (immaterial) Formal correction
44 Formal Complaints: Corrections Correction action determined by seriousness and scope of violation Corrections use the same medium as the violation Web, mail, advertisement, etc BPA will post all violations on bpaww.com Web site (30 days)
45 Formal Complaints: Appeals All decisions may be appealed $750 Reviewed by Publicity Policies Subcommittee (BOD)
46 Final Comments BPA encourages use of BPA trademarks Prevention is more efficient than the cure Violations: nobody wins