oa Journal of Marketing - Reaching the numbers that count, not counting the numbers you reach
When there is a something as hot as our largest media house caught over-stating the circulation numbers, it seems an ideal time to bring the subject of ABC a little more into the open. Let me state our position to avoid any misunderstanding. We are a small publisher (actually minute in comparison with Media 24), and the whole concept of the Audit Bureau of Circulation is good in theory. For us - it is a waste of time and money. And I know many, many small publishers feel the same, and here's why.
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