ABC feels heat of circ scandals; 'Gold standard' of print audits tries to avoid being tarnished.(News)(Audit Bureau of Circulations)

From: Advertising Age | Date: January 17, 2005| Author: | Copyright information

Byline: JON FINE

The Audit Bureau of Circulations is under fire as publishers and media buyers wrestle with just how accountable the agency is in recent high-profile newspaper- and magazine-circulation scandals, and whether its "gold-standard'' status is now tarnished.

"We put a tremendous amount of power in the hands of [the Audit Bureau], and I've always felt uncomfortable with it,'' said Audrey Siegel, a media agency executive who serves on an advisory committee to Audit Bureau rival BPA. "They're the self-proclaimed gold standard,'' said Ms. Siegel, exec VP-director ...

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