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CANADIAN JEWISH REVIEW
December 17, 1965
What is the A. B. C. or Audit Bureau of Circulations, and what is its importance?
A. The A* B* C. is a voluntary association of major publishers, advertisers, national and local; and advertising agencies; working together to police circulation claims, and to translate them into facts*
Q. Why are circulation facts so important?
A. Circulation figures are the only honest basis on which print advertising is sold and purchased* Publishers base their prices for advertising on the amount of their circulation, and its quality* An advertiser buys circulation. A. B. C. circulation facts tell him the exact amount at any time*
Q. How does an advertiser know that this is really so? '
A. A* B. C. publishers keep exact records of all circulation receipts for subscriptions and single copy sales* These can tell him, too, whether the circulation is sold without a premium, or with one, to induce payment; or whether the circulation is composed of membership in an organization; or whether it is sold on its merit alone. Was the subscription sold on a special rate? Was it paid by mail directly to the publisher, or to an agent? These are just some of the categories of subscription payments which are recorded.
Q. Why are some of these answers so important?
A* Sometimes these answers can tell an advertiser whether the subscriber needs to be coaxed into continuing, or starting* Are subscribers voluntarily buying the publication? Do they need a cut-rate or an added attraction to keep on?
Q. How are the figures checked?
A. The publisher checks his figures, and reports them v twice a year to the head office of the A* B. C. These are audited once a year by travelling A. B. C. auditors, who check the names, the receipts, the printing invoices, the bank deposits,The paper used, the ink used, the postage receipts � all of these show the number of copies printed or mailed; and paid for* If an A.B.C. field auditor goes to work for a publication whose books he has audited within a year or so, there is an automatic re-audit by another auditor. An auditor does not audit the figures of any publication for more than two consecutive years.
Q. Does the A. B. C. allow past-due subscriptions?
A. The A* B* C. rules state that all subscriptions up for renewal must be paid within three months of the expiry date. The publisher must keep track of each one. These are considered paid, but no( completely so, until paid in full, for the term to come.
Q. Are new subscriptions considered as paid?
A* Not until payment is received for the term in advance*
Q, What does this cost the publisher?
A. The publisher considers the membership as his investment to protect the investment of each advertiser. The publisher pays quarterly dues; the cost of the auditing done in his office, by the hour; and the cost of checking done further, at the A. B. C. head office. If further checking is needed, the publisher pays that cost, too. An auditor spends several days in the Canadian Jewish Review office each year.
Q. Are these the only costs?
A. The greatest cost to the publisher is to see that the records are kept in order and up to date. The Canadian Jewish Review addressograph plates are posted to show the date and method and amount of payment; and the date of the subscription, and the length of its term. A publication must carry on the address label all information that the auditor would need to guide him in checking. A publication which sells subscriptions on short-term, or with a premium, or in combination with other publications, for instance* will carry all that information and more, on the address label, coded in some way.
Q. What do A. B. C reports and statements say about the Canadian Jewish Review?
A. They tell at a quick glance the provincial break-down; the amount sold in a period; that the Canadian Jewish Review never sells a subscription on a premium; never with a cut rate; never jointly with another publication; never as part of membership in an organization.
The Canadian Jewish Review is sold on its own merits, and always has been.
It has no affiliation with any organization.
A.B.C reports and statements supply facts to advertisers. These facts need to be known for advertising money to be spent wisely and honestly.
A, B. C. publications can never guarantee results. They do guarantee readership.
The Canadian Jewish Review is in its 22nd year of supplying facts to advertisers, investing to protect investments. The Canadian Jewish Review is still the only publication reaching the general Jewish community in Canada, which can provide audited, paid, A. B. C. circulation facts and figures for the,protection of each advertiser.