Audit ServicesResearch Verification
Subscriber Profile Testimonials
"AARP Publications' main purpose for choosing an ABC Subscriber Profile audit is
to add validity and credibility to our data.
"Subscriber studies are often perceived by agencies/planners/clients
as 'self-serving' research; data that are skewed to make the
publication look 'good'.
"This is unfortunate because not only are our subscriber studies
methodologically sound, but they often produce more accurate data
than do syndicated studies; a main reason being that subscriber
studies are based on a larger respondent base of qualified people.
"Of course, a study's validity and credibility depends upon its
methodology, and planners do deserve a tool that ensures them that
the data are sound.
"We have found that commissioning reputable 3rd party research firms
to conduct our subscriber studies helps the credibility problem, but
does not solve it.
"A standardized third party's audit confirming sound methodology and
content of our subscriber study conducted by another reputable third
party would go a long way in giving the data the validity and
credibility they merit.
"ABC's reputation is unquestioned.
"Simply stated: A subscriber study that has been audited by ABC will
be looked at more favorably by agencies/planners/clients than one
that has not."
| Michael Gratz Research Director AARP Publications |
"Being a part of the Subscriber Profile service has offered Dwell many benefits. In the past when we conducted subscriber studies, we were in the position of having to choose one of the larger, more well-known research suppliers. Their services were costly but we felt we had no alternative. Using that supplier conferred a certain level of credibility on the study and thus, the study was thought to be held more highly by advertisers and agencies. The Subscriber Profile service has effectively leveled the playing field. It provides a high level of credibility for any study provided the research supplier meets the established ABC standards. This has allowed Dwell to work with more cost effective suppliers while still providing advertisers with top-notch subscriber research."
| Michela O'Connor Abrams president and publisher Dwell |
"On behalf of Starcom and Mediavest, we are writing this letter in strong support of the Audit Bureau of Circulations's Subscriber Profile service and standards.
"In addition to the current SMG prototyping guidelines, for the 2005 Starcom and Mediavest planning season, we will require that ABC verify all prototyped magazines in the 2004 syndicated studies for compliance with the Subscriber Profile direct mail research standards.
"Magazines that do not meet SMG's minimum requirements for prototyping will be considered Tier 2 publications.
"We appreciate your effort in providing us with quality research - but do recognize under the current economic conditions that research budgets are tight. We hope we have given sufficient time to allocate budgets to accommodate the ABC's Subscriber Profile."
| Judy Bahary VP, Research Director Starcom Worldwide |
"Foote, Cone & Belding strongly endorses the use of ABC's Subscriber Profile service in the development of magazine subscriber studies. By adhering to its industry-developed standards and procedures, publishers ensure our media buyers have the most accurate readership information possible, allowing them to make the best recommendations for our clients.
"For the past ten years it has been FCB policy to require a subscriber study from any magazine that wishes to be prototyped. This new service from ABC will enhance the value and usability of these studies. In addition, publications must have at least 100,000 circulation, have national or broad regional distribution, provide substantiation of their claimed circulation, and have readership demographics that are comparable to the magazines surveyed in syndicated research.
"FCB is typically conservative in its reader-per-copy estimates. By using ABC's Subscriber Profile service, publishers will give us confidence in the quality of the underlying data, enabling us to more accurately estimate the number of readers.
"We believe the ABC has made a significant contribution to the evaluation of unmeasured magazines. FCB expects publishers to take advantage of this new service and to proudly publicize their use of it for all of their subscriber studies."
| Roger Baron SVP, Media Research Director FCB |
