Earlier this week, AdNews reported that major advertisers have expressed concern about magazine publishers no longer taking part in the Audited Media Association of Australia (AMAA) circulation audit.
The article follows reports that many big print advertisers are thought to be "very concerned" that publishers are no longer submitting their figures for audit, and see the move as a "blow to accountability". AdNews named L'Oréal, Harvey Norman and Estée Lauder among those expressing concern.
They also stated that L'Oréal is believed to be pulling up to $3 million in advertising from magazines following the departure of Bauer, NewsLifeMedia and Pac Mags from the AMAA audit. Furthermore, it's believed that Harvey Norman and Estée Lauder may approach publishers directly to challenge the decision.
The move by publishers to withdraw figures from the AMAA has been met with mix opinions. Many media agency leader have announced they think the move is "foolhardy" and "hypocritical" while others believe that circulation shouldn't be the primary trading currency in the modern media landscape.
