Drive to attract international advertising prompts IET to switch audit of flagship magazine to BPA W
A strategy to attract more international advertising has prompted the Institution of Engineering & Technology to announce that it is to move the auditing of its flagship magazine, “Engineering & Technology”, to BPA Worldwide.
[ClickPress, Fri Jul 18 2008] A strategy to attract more international advertising has prompted the Institution of Engineering & Technology to announce that it is to move the auditing of its flagship magazine, “Engineering & Technology”, to BPA Worldwide.
Being the only organisation to audit media on a multi-national basis, a BPA audit offers comparable and uniform standards across national boundaries, which many brands placing advertising on an international basis find informative when making media buying decisions. This is often not the case for advertisers comparing reports from different individual national audit bureaux.
“Within its sector, Engineering & Technology is a title of academic renown which, by its very nature, means that there is both international interest in its editorial content and interest from potential advertisers in targeting the title’s very specific readership,” comments Stuart Wilkinson, BPA Worldwide’s Managing Director for Europe, Middle East and Africa. “By applying audit standards that are common across continents, a BPA audit will provide a degree of insight and comfort to international advertisers about the title’s circulation.”
Earlier this year, the IET announced that Engineering & Technology would be published 21 times a year rather than the previous twelve. Subject matter covered by the magazine includes electronics, control, power engineering, communications, manufacturing and IT. The magazine is available to 150,000 IET members (publisher’s own data subject to BPA audit) and is to be made available via subscription to those outside the Institution.
“Having re launched Engineering & Technology this year, we felt that it was the right time to undertake a BPA audit, putting the magazine on a level playing field with that of our closest competitors, giving the magazine circulation additional credibility in the international marketplace and leaving advertisers safe in the knowledge that E&T has a rightful place on their advertising schedules. We are delighted at the prospect of becoming a BPA audited publication,” says Emma Patrick, Head of Publishing Sales, IET.
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About BPA Worldwide
BPA Worldwide is the only global auditor of media. It is the world’s largest independent, not-for-profit auditor of business to business media offering uniformly applied standards around the world. Now in its 76th year, BPA Worldwide has more than 2600 advertisers and media buyers within its worldwide membership. It audits more than 2500 media properties across 25 countries, including more than 2000 business to business publications.
BPA audits enable media owners to compete successfully for advertising spend by providing media buyers and advertisers with independently audited data. Media buyers and advertisers, in turn, demand such independent metrics as a way of informing their buying decisions and protecting their interests. Third party audits represent the buyer’s only reliable assurance against misleading, exaggerated or even fraudulent claims.
BPA specialises in multimedia audit, including consumer press, newspapers, expos, website, email newsletters, database and other media containing advertising. This includes media circulation on an international or global basis by a publisher in another territory. This ensures comparability for advertisers and media buyers of media across national boundaries.
BPA Worldwide is a founder member of the IFABC.