Unlimited's 'Limited' Understanding of ABC Data
PRESS RELEASE: FOR IMMEDIATE USE Friday 22nd February, 2008
Unlimited's 'Limited' Understanding of ABC Data Provokes Rival Publisher
Unlimited magazine has shown a ``very limited understanding’’ of ABC data according to Toni Myers, editorial director of 3media, publisher of rival business title, NZ Management magazine. Unlimited's claim in a press release on Wednesday that Management magazine's circulation had dropped 83% last year on the previous year is ``so ludicrous it would be laughable if we weren't having to field a raft of media enquiry’’ she said.
``The most junior media insider would know that only something catastrophic could cause that kind of circulation dip. What were they thinking and who on earth did they have doing the numbers?’’ asked an incredulous Myers. ``Management's total circulation has in fact increased 5.8% over the period of the ABC audit,’’ though she acknowledges the paid circulation is down 9.2%. ``That's just part of the cycle of groups of paid subs dropping off during the period. Much of 2007 was focussed on bedding down the 3media merger and 2008 will see us aggressively marketing the titles again, both in subs drives and ad sales.’’
Myers expressed surprise at Unlimited's claim in the release that it is the 'preferred business tool for readers' when it gets ``something so basic so wrong’’. ``I wouldn't want to rely on a 'business tool' from an organisation that can get something so wrong and send it out into the media marketplace, without checking the numbers, when those numbers would obviously be closely scrutinised.’’
She says Unlimited publisher Julie Gill is currently not returning her calls which only increases the likelihood that 3media will need to take legal action to ensure there is an apology and retraction, distributed to all those in the media who have now seen the release.
Anyone wanting to view or check the figures for themselves should go to www.abc.org.nz.
About 3media Group
3media Group is New Zealand's newest, but also most experienced and influential business-to-business media company. It was formed in February 2007 with the merger of three of the country's leading and long-established business-to-business publishers - Review Publishing, Profile Publishing and Marketplace Press.
3media publishes 19 magazines every month or alternate month, maintains 14 websites and is building more, delivers email newsletters to subscriber groups, publishes books and contract magazines and event manages some of New Zealand's most successful industry awards.