Who paid for the paid circulation?

Who “paid” for the paid circulation? Some rather wonkish news, but astute rexblog readers know I blogged the early causes of this news.

The NY Posts’s Holly M. Sanders reports that BPA Worldwide has called for an overhaul of how magazines report “sponsored sales.” MediaPost.com’s Michael Shield reports the most significant change could be “forcing magazines to provide much greater detail about the sources of their sponsored subscriptions. Under the proposal, publishers would have to specifically list all sources along with documentation proving who received such subscriptions.” This may sound like circulation marketing mumbo-jumbo, but let me predict one consequence you’ll see because of this: the quality of magazines in your doctor’s office may go down. Don’t ask, just trust me on this one.