ISBA Urges Advertisers To Demand Proof Of Appearance
ISBA is calling on press advertisers to demand ‘verification of appearance’ following estimates that more than £550 million worth of newspaper and magazine ads do not appear as booked.
The industry body’s Press Action Group has issued a special guidance note arguing that proof of appearance is a basic requirement that should be available on demand to all advertisers at no extra cost.
Since the demise of the ‘Advouch’ verification system advertisers have been reporting that agencies have increasingly started charging for proof of appearance services. ISBA is growing increasingly concerned about the proliferation of this costly practice and is urging its members to take action.
It states: “Advertisers should consider the different levels of verification available against their business requirements and work where appropriate with publishers and agencies to make their views clearly understood and realise their needs.”
The latest data from Thomson Intermedia shows that information technology and communications brands invested the most in press during July 2003 with around £4.6 million worth of advertising. This was followed by retail brands with £4.3 million and financial advertisers with £3.6 million.
Figures from the Advertising Association show that the press sector has been having a rough ride recently with third quarter expenditure dipping by 0.4% year on year to £1,645 million. Within this, a 3% decline for display was off-set by a 2.6% increase for classified, which is nearing the £800 million mark (see Gains For Radio And Outdoor Fail To Boost UK Adspend).
ISBA: 020 7499 7502 www.isba.org.uk
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