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Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update
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Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

Mar 26, 2015

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Page 1: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

Leading the World in Media Auditing.

Advantage: BPA Worldwide

Rule ChangesPublicity Update

Page 2: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

Page 3: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

Page 4: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & ConsumerProjecting 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

Page 5: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

New script options for soliciting telecommunication requests

Objective: make acquisition more effective while maintaining the integrity of the request

Page 6: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

New script options only allowed if you are recording the interview

Here are the options…

Page 7: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

Option #1 Do you wish to receive this publication? Do you wish to continue to receive this publication?

Page 8: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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?

Page 9: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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…

Page 10: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

Option #4

Hello. This is (caller’s 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 (caller’s 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?

Page 11: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

Option #5

Hello. This is (caller’s name) from (publication name). I’d 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 (caller’s name) from (publication name). I’d 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?

Page 12: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Rule Changes: Business & Consumer

New standard geo reporting for China (effective 6/07)

Northeast East ChinaNorth China Central SouthNorthwest SouthwestOther

Page 13: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

Page 14: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

Page 15: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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?

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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)

Page 17: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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…

Page 18: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Public Place MCSA (bulk)

New paragraph 1

Page 19: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Public Place MCSA (bulk)

New paragraph 4• Next slide…

Page 20: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Page 21: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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QUESTIONS?

Page 22: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

Leading the World in Media Auditing.

Advantage: BPA Worldwide

Publicity

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The Corporate Rights

Name (BPA)Trade Marks (Logo)Figures appearing in BPA

statements

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Jurisdiction

Print Electronic: Web sites, email,

RSS, Blogs, more Power Point presentations Internal docs (that always turn

into external docs, despite your efforts to contain)

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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

Page 26: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

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The Basics

The most recent circulation statement must be used for circulation promotions

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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.

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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

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Publisher’s Sworn Statement

Must be clearly noted on all pages

May not resemble BPA statement or use BPA logo

“Qualified” only for previously reported data

Page 31: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Applicants

May publicize they are applicants Note claims as “publisher’s own

data” No reference to pending or

scheduled initial audit Comparisons with like time

period May not use of logo

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Promotion

May reprint, fax, and/or publish verbatim any paragraph, in whole or in part from any publication’s 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

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“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 “publisher’s own data” or other third party source

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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

competitor’s current data

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Comparisons

Comparisons include market claims and absolute position statements

“Publisher’s 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

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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

Page 37: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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“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.

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“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

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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

Page 40: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

Page 41: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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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

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Formal Complaints

No reproduction of correspondence without prior written permission

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Formal Complaints: Recourse

No violation - no further action

Cease and desist, change going forward (immaterial)

Formal correction

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Formal Complaints: Corrections

Correction action determined by seriousness and scope of violation• Corrections use the same medium

as the violationWeb, mail, advertisement, etc

BPA will post all violations on bpaww.com Web site (30 days)

Page 45: Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update.

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Formal Complaints: Appeals

All decisions may be appealed$750Reviewed by Publicity Policies

Subcommittee (BOD)

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Final Comments

BPA encourages use of BPA trademarks

Prevention is more efficient than the cure

Violations: nobody wins

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QUESTIONS?