Leading the World in Media Auditing. Advantage: BPA Worldwide Rule Changes Publicity Update
Mar 26, 2015
Leading the World in Media Auditing.
Advantage: BPA Worldwide
Rule ChangesPublicity 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
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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
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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
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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
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Rule Changes: Business & Consumer
New script options only allowed if you are recording the interview
Here are the options…
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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?
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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?
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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…
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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?
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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?
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Rule Changes: Business & Consumer
New standard geo reporting for China (effective 6/07)
Northeast East ChinaNorth China Central SouthNorthwest SouthwestOther
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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
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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
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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)
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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…
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Public Place MCSA (bulk)
New paragraph 1
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Public Place MCSA (bulk)
New paragraph 4• Next slide…
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QUESTIONS?
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
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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
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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
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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
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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
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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)
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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?