Case Studies
Newcom Business Media Selects ABC As Its Auditor of Choice
Situation
Newcom Business Media publishes several business magazines for Canadian
audiences in the heavy-duty trucking, heating and plumbing, and automotive
aftermarket industries, including Canadian Technician, Plumbing & HVAC,
Today’s Trucking and Transport Routier.
Issue
Since its inception in 1987, Newcom Business Media was audited by BPA/CCAB. “Over the years, we felt that some of their new policies and auditing practices were no longer a good fit,” explained Pat Glionna, director of circulation at Newcom Business Media.
Solution
The leadership at Newcom decided it was time to explore other options and began researching ABC’s practices and policies. After careful consideration, Glionna decided to move Newcom’s b-to-b magazines to ABC.
Results
Newcom was pleased with its initial ABC audit, including the smooth transition moving from one auditing company to another. The company plans to continue their relationship with ABC. “The ABC auditor proved extremely knowledgeable about business publication audits, something that had been a major concern of ours since we felt ABC was traditionally oriented to paid media.”
ABC Canada’s business publication membership has grown exponentially in the last few years and it is still growing. The organization now audits 71 b-to-b titles and has several others undergoing their initial audits.
ABC’s rigorous audits are conducted against industry-approved standards
overseen by the 13-member ABC Canada Board Committee. ABC members
are encouraged to participate in industry discussions about rule and
report format changes.
Glionna has firsthand experience with the process, “ABC has been very approachable and is willing to listen when suggestions are put forth to their board,” she noted. “They are also quick to lend their help and support when issues arise.”
It was ABC’s policies that first impressed Glionna and prompted her to make the switch, “One of the key factors was that ABC allowed us to prepopulate our subscription renewal forms which has turned into higher renewals. We find subscribers are more likely to make the effort to return the form if the information is already completed for them.”
Glionna also appreciated an ABC rule that requires business publications to break out the source of their requested circulation by company and individual. Recently, the ABC Canada Board Committee voted to consolidate the two request categories, but after receiving feedback from publishers, the committee reconsidered its decision and reverted to its previous standards, a move she feels is beneficial to advertisers and publishers alike.
When it came time for the initial audit, ABC impressed Glionna with its fast turnaround times; ABC Audit Reports are released within 30 days of the completion of the audit. “We had never experienced such quick and efficient response from the start of the process to the end result when our initial audit statements were promptly posted online for our customers to see,” she said.
“Twenty years ago when we first looked at being audited by ABC, it was certainly the perception that ABC was very much into newspapers and paid circulation,” explained Glionna. “Now, ABC has clearly familiarized itself with the b-to-b industry and educated its auditors accordingly. We are very happy with our move to ABC and we look forward to a long and successful relationship.”
For More Information
To learn more about ABC’s audit services, contact ABC Canada’s at (416) 962-5840 x226.
