ABC Says Newspaper Promotions To Boost Circulation Are Not Against The Rules

The ABC has defended its decision to allow newspaper circulation figures that may be boosted by promotions and give-aways.

The audit body has come under attack from the Entertainment Retail Association, the trade body that represents the UK’s music, film and games retailers, following a Mail On Sunday deal offering Prince’s new album for free with the national title.

The ABC has said that it is not against the rules for newspapers to run music promotions, adding that its committee, which comprises media owners and buyers, supports its regulations.

Kim Bayley of the ERA has written a letter accusing the Mail On Sunday of hyping circulation figures and giving away three million copies of Prince’s album, which is more CDs than the entire UK record business sells within one week.

Bayley called on the ABC to investigate the promotion and to “disallow sales made on the basis of disproportionate incentives”.

Despite being the market leader in the Sunday Mid-Market sector, the ABCs for May show the Mail On Sunday reporting a final figure of under 2.3 million following a year on year drop of 67,054 (see ABC National Newspaper Round-Up: May 2007).

The newspaper paid around £300,000 for the rights to distribute the CD, which will no doubt lead to a spike in the title’s circulation.

National newspaper ABCs for June are released today, with NewsLine providing full coverage of all upturns and downturns from midday.

ABC: 01442 870 800 www.abc.org.uk