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.
ENDS
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.