The Audit Bureau of Circulations (ABC) and the Circulation Audits Bureau (CAB) print audit services are being discontinued, the board of the Audited Media Association of Australia (AMAA) announced.
The AMAA conducted audits of print media for both the ABC, for major publications that sell their print and digital copies and the CAB, for publications that distribute all or a large portion of their copies without charge.
Over the past four years the AMAA has been working with advertisers, media, PR and talent agencies through its Australian Influencer Marketing Council (AiMCO), developing best practice guides and tools to promote industry regulation and leading standards.
AMAA chairman Jason Tonelli said the focus of the AMAA has always been on providing industry-wide best practice services that support advertising spend.
"Where the print audit service delivered a consistent, reliable verified framework, the new AiMCO initiatives are focused on providing the same confidence to advertisers and their agencies working in influencer marketing," he said.
“The changing nature of print media and the growing focus on readership and other reporting metrics has resulted in a decrease in the need for traditional media audits, and while the AMAA has continued to provide this service over the last four years, the time is right to shift our attention.”
The Australian Influencer Marketing Council (AiMCO) will continue and is now the main focus for the AMAA board with a new direction under new MD Patrick Whitnall.
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