Chief Executive Officer
Audited Media Association of Australia
Paul Dovas, CEO, Audited Media Association of Australia, Mr Paul Dovas had shared his views and insights on the perennial issue of media industry in Malaysia, circulation vs readership in an email interview. Paul is also an Executive Board member of International Federation of Audit Bureaux of Circulations(IFABC) and President, Asia-Pacific Audit Bureau of Circulations.
Paul Dovas will be the keynote speaker at the ABC Forum : “Relevance” to be held on July 5, 2013 at Dewan Berjaya, Bukit Kiara Equestrian & Country Resort, Kuala Lumpur. His presentation topic : Circulation is Key Buying Index.
Q1. What is the difference between circulation and readership?
Both are key metrics that complement each other when assessing the performance of print media.
Circulation is a census (count) based metric that measures inventory ie ad units. Print is still purchased in ad units. An audited circulation metric guarantees for the media buyer that the units purchased exist and depending on how granular the reporting of circulation is, that copies are reaching their intended channels.
Readership is sample based research that measures the readers of a publication. It is the print media's gauge for audience also providing insights into the demographic profile of the readers. In its purest form, readership is based on an estimate of the number of readers per copy circulated . In its purest form, readership cannot exist without circulation.
You cannot have an audience if copies are not circulated.
Q2. Which is a more accurate measurement and why?
Circulation is census based, ie a count of copies circulated. Audited circulation is backed by a verification of the count.
While readership can provide more granular data, it is sample based and therefore an estimate of the total audience.
Sampling is not as accurate as counting. The trade-off is less accuracy for more detail.
Q3. As a Board member of IFABC, perhaps you could provide some details on trends for the measurement of circulation and readership?
'Hybrid' is the hot topic at the moment. Driven by the advent of hybrid web measurement, many IFABC members are now in industry-wide discussions to replicate a counting/sampling approach to measurement in other media including print.
The challenge for us all is that publishing models are evolving and fragmenting, therefore identifying readership (or audience) across the many touch points of a masthead becomes very difficult and costly.
At the core of all these touch points however is inventory and we should not lose sight of the importance of ensuring that the inventory exists through audit.
To remain relevant however, circulation metrics must also evolve to cover these touch points, otherwise we will be supplying a print metric that will continue to fall, making it irrelevant to our publisher members in particular.
Q4. Is the current scope of measurement for circulation adequate?
Should the scope be widen to be more relevant for media professionals? As publishing models come under increasing pressure to evolve, resulting in fragmentation, audited circulation becomes a key mechanism for cutting through clutter and making sense of the new paradigms.
IFABC members need to remind media professionals that if the inventory does not exist, then there will be no audience regardless of how effective or creative their strategy is.
Having said that, traditional silos such as 'print' and 'online' also need redefining. A masthead's content can be read, heard or viewed. 'Print' and 'online' are merely distribution channels for text, images, video and audio.
'Circulation' needs to shed its 'print' tag and evolve to encompass other types of inventory.
Tim Burrowes is the founding editor of Mumbrella which launched in December 2008. In November 2011 Mumbrella was named website of the year at the Publishers Australia Awards. It won again in November 2012.
He is also editor-in-chief of Mumbrella’s sister magazine Encore and editorial director of parent company Focal Attractions.
Focal Attractions also runs industry intelligence tool The Source (previously known as AdBrief); Mumbrella360, which was named Conference of the Year at the Australian Event Awards; CommsCon, the event and awards for PR and communications professionals; the Festival of Branded Entertainment; Mumbrella Digital School; and Mumbrella Social Media Academy. The company also publishes books including the Mumbrella Creative Agency Review and the Mumbrella Media Agency Review.
Prior to Mumbrella, Tim was group editor of Reed Business Information’s Media Group, including editor of B&T. Other titles in the group included Digital Media, Broadcast Engineering News and Professional Marketing.
Before coming to Australia, Tim was the launch editor of the Middle East edition of Campaign magazine, which covers advertising and marketing stories throughout the region.
And in his previous role to that, he was editor of Media Week in the UK. He was twice named the British Society of Magazine Editors’ business editor of the year.
There was also a time when he worked on newspapers. But that was back before computers.
Head of Marketing and Facilities
Margaret Au-Yong had more than 30 years of experience in the Media and Marketing Communication Industry. Started in the business in Sin Chew Jit Poh, Union 45 (now Publicis), Saatchi and Saatchi and Wizard Worldwide Media.
She set up CIA Medianetwork in Malaysia and headed the merged entity of MediaEdge:CIA (MEC in short) as one of the top four media specialist agencies in Malaysia. MEC key multinational and local clients includes Colgate, CitiBank, AirAsia, Hakuhodo, Sony, Astro, DHL, Tesco, Estee Lauder Group, to name a few. She retired from the Media and Marketing Industry in 2006 and decided to take on a new chapter in her career as Head of Media and Property in Tune Group, an investment company involving in no frill hotels, prepaid cards, insurance, telco, sports, retail, education and entertainment industries.
She is currently a Board member of MAA Council, served on the ABC Board as ABC Audit Chairman, the organising Chairperson of the Malaysia Effie Awards 2010/2011, and she was also honoured to sit in the Communication and Multi Content Forum of Malaysia (CMCF) and served on the MSA Council where she was invited in the Jury Panel for the MSA Malaysia Media Awards 2008.
Margaret is a Board member of Audit Bureau of Circulations, Malaysia and heads the Audit Committee.
Peter Anthony Das
Tan Sri Datuk Vincent Lee
Anthony YL Wong
Law Chan Keong
Communication Channel Manager for Malaysia & Singapore,
Unilever (Malaysia) Holdings Sdn Bhd
Chan Sheow Vern was an account executive in Spider advertising agency and subsequently a brand communication manager at McCann-Erickson Malaysia, all within three years.
Vern then joined Unilever Malaysia in 2003 as Brand Manager of Wall’s Cornetto. She played an integral role managing the entire impulse sector of the ice cream business for three years, with Wall’s Moo being the final launch, after the launch of Cornetto Royale, Paddle Pop Shots and Twister, Magnum etc.
Thereafter, Vern moved into her new role as Communication Channel Manager, to drive strategic direction on communication channels, in short media, while ensuring brilliant execution across all categories and brands in Unilever Malaysia. In late 2008, Vern was appointed to oversee brand communication channels in Singapore, single-handedly.
Vern has a wealth of creative and quantitative experience across a broad range of marketing communication disciplines. She is currently the Chairman of Audit Bureau of Circulations (ABC) Malaysia and as well as the Vice President of Malaysian Advertisers Association (MAA).
|Chan May Ling
Head Of Marketing Services
DiGi Telecommunications Sdn Bhd
May Ling is currently the Head of Marketing Services at DiGi Telecommunications, of which she oversees marcomm, brand, sponsorships and activations. With over 15 years of communications experience, she started her career in the advertising industry managing multiple international brands and crossed over to marketing for 8 years.
Having experience from dark market communications to fully integrated campaigns, she is always eager to ideate, and constantly strives to be a change agent in communications, and is a firm believer in excellence in execution.
Chan May Ling is a Council Member for Malaysian Advertisers Association.