Case Study: Outsource
Background
EMP Media is a specialist publishing company dedicated to offering innovative and intelligent media to the business and consumer markets. With a portfolio that includes market-leading titles such as At Home Magazine, The Definitive Guide, and Outsource Magazine there is something for everyone at EMP.
The magazine has built up an enviable subscriber list including key influencers within the sector. An ABC audit of their print circulation was a must for the team to give their advertisers reassurance in their reach and overall
brand performance.
Challenge
Outsource Magazine operates in a strong B2B environment populated with smart decision makers. The team wanted to provide their advertisers with
reassurance in relation to their on-going brand performance.
EMP Media wanted to ensure that the data they provided for Outsource was comparable to other titles operating within the sector and accepted by media
buyers and advertisers. The team also wanted to ensure the audit process ran as efficiently as possible to minimise management time spent on the audit process.
Solution
With this in mind the team signed up to submitting data for the annual ABC audit by e-return and worked closely with the ABC client services team who supported them every step of the way. Outsource Magazine received their
first ABC certificate in September 2011 with an average circulation of 11,158 per issue for the period covering January to June 2011.
The Reporting Standards which ABC work to are constantly being developed by a representative panel of media owners, media buyers, advertisers and trade bodies. This means the way data is reported remains up to date and relevant. Because ABC audited titles within a sector are subject to the same robust Reporting Standards, media buyers are reassured that they can make meaningful comparisons across titles. As a result an ABC certificate is the accepted currency for trading advertising within the NZ B2B magazine sector.
Benefit
EMP Media found the whole ABC certification process straightforward and were impressed by the speed of the audit and the helpfulness of the ABC staff.
Their ABC audit helped them cement their position as a leading title within their sector. It also provided the publishing team greater insight into their subscribers and confidence in the quality of their database.
This in turn has allowed EMP Media to perform an ongoing review of the quality of their subscriber information making it easier to track spend and
formulate processes.
Outsource Magazine is a strong brand and a valuable partner to us, made even stronger now they have completed their first ABC audit. Every advertiser wants to know where their spend is going and we now have greater insight into who Outsource Magazine reaches.
Darian Sims, Marketing & Business Development Director EMEA, Océ (NZ) Ltd
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We’re absolutely thrilled to achieve this distinction, we’ve invested a great deal of time and care into creating a powerful and relevant circulation amongst the professional outsourcing space’s movers and shakers; the ABC’s stamp of trust is the ultimate endorsement of our efforts, and yet another differentiator setting us apart from the crowd.
Jamie Liddell, Outsource Editor, EMP Media Ltd
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Visit the Outsource Magazine website: www.outsourcemagazine.co.uk
