They did it

They did it: MediaPost’s Michael Shield’s story on the MPA’s statement in support of ABC’s efforts to shore-up its reputation has the headline, “Mags Support Bureau’s Tougher Stance on Newspaper Audits.” Am I missing something here? Is the MPA statement limited to ABC’s newspaper auditing or does it now imply a support of ABC‘s “efforts to bolster confidence” in all of its auditing procedures, which would include magazine audits, as well? (In the ABC press release it clearly states the provision applies to both newspapers and periodicals.)

Quote from MPA website’s “MPA Statement on New ABC Procedures”:

Magazine Publishers of America (MPA) supports the Audit Bureau of Circulations’ (ABC) new efforts to reinforce confidence in the integrity of ABC-audited circulation information. MPA supports the independent audit process and ABC’s efforts to bolster confidence in its auditing procedures,” said MPA President and CEO Nina Link.  “Consumer magazines have been audited for almost 100 years creating a bond of trust between advertisers and magazines. We encourage measures that preserve that trust.”