JOHANNESBURG, 20 FEBRUARY 2002

The Audit Bureau of Circulation (ABC), which reports audited circulation figures for newspapers and periodicals, has issued an industry alert showing that the circulation of Profile's JSE Handbook is several times greater than that of The Investors' Guide.

This follows a complaint brought by Profile Media against The Investors' Guide for telling advertisers that The Investors' Guide has the largest circulation of the financial reference publications.

The ABC alert shows the JSE Handbook with net sales per issue of 11 546 compared to net sales of 4 055 for The Investors' Guide (for Jan-Jun 2001). The JSE Handbook had additional circulation of 1 946 via Controlled Free Distribution and 3 188 via Bulk Sales. (For the period ended Dec 2001, net sales of Profile's JSE Handbook are up to 15 734, while net sales of The Investors' Guide have dropped to 3 496).

The Investors' Guide has been instructed to submit all further advertising and promotional material to the ABC for approval.

Profile Media Marketing Director Ernie Alexander warns advertisers and listed companies to be wary of claims made by publications which are not substantiated by a valid ABC certificate. "Certain publishers appear to make it up as they go along", Alexander says. "They tell advertisers whatever they need to hear; the truth doesn't come into it."

Alexander points out that advertisers sold into publications under false pretences may have a claim against the publishers.

EDITORIAL CONTACT

Profile Media
Ernie Alexander
(011) 728-5510
ernie@profile.co.za 

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