Can circulation claims be trusted?
Most companies conduct a financial audit once a year. Publishing companies, however, undergo an audit of their circulation. The audits are conducted by BPA Worldwide, the leading auditing service for business-to-business publications, and are increasingly important from an advertising standpoint.
When you invest in advertising, you are buying access to a publisher’s audience. The value of that audience is defined by who is in it and how they use the publication: receivership and readership, respectively. The BPA statement defines the receivership side of the equation.
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