Two print media buying groups that control about $2 billion in annual spending are demanding that newspapers provide circulation guarantees, and the nation’s largest newspapers are acceding, according to Mediaweek.
Dean Singleton, chairman and CEO, MediaNews Group, told the publication that newspapers have never guaranteed circulation, and suggested using “audience” or readership instead. Readership numbers are higher than circulation, based on the theory that most copies of a newspaper are read by more than one person.
Singleton also said that rate bases would complicate the ad-sales process because buyers don’t want multiple ways of doing business, Mediaweek said. (Wouldn’t it mean switching to this way of doing business, complicating things for a time for ad sellers?)
MediaVest and Starcom USA are the two groups pushing for the new standards. The New York Times and USA Today are among those said to have agreed to the demands.
Tribune Co. and The Wall Street Journal already offer circulation guarantees.