Attendees at the Annual General Meeting for the CAB on 20 October discussed the organisation’s plans to increase the level of engagement with advertisers and media buyers. The Bureau will further communicate the benefits of audited media to the industry through a range of promotional events and new educational initiatives to be introduced over the next 12 months.
Paul Dovas highlighted the new online reporting tool designed specifically for direct advertisers. “I think the next year is going to be the most exciting period in the CAB’s history as we re-engage with the advertising community”.”
“We will be shortly launching a simplified version of our online reporting portal so direct advertisers can easily see if a publication is audited or not,” Dovas continued. “We are hoping initiatives like this will help small businesses in particular who can sometimes end up as victims of elaborate scams where advertising is sold for fictitious publications.’
“The CAB will also increase advertiser and media buyer education programmes so they are fully aware of the risks of buying advertising in unaudited publications,” added Dovas. “Our sole aim is that media can be bought and sold with confidence.”
The focus on advertisers will also have a positive impact on CAB publisher members by promoting audited publications to media buyers.
Attendees were told of the CAB’s growing digital media membership and the success of its web audit service, which was launched last year and is now delivering audited web audience data for more than 150 niche and specialty websites. The CAB’s financially strong situation was presented and a commitment to provide members with even more marketing support was given.
The Annual General Meeting also saw the election of a new board of directors with Rob Yeomans and Adrian Farrow re-elected, as President and Vice President respectively, and David Stuart stepping down from his role as Honorary Treasurer after ten years of exemplary service.
In addition to major advertisers and media buyers, Paul Dovas, CEO, CAB said the bureau will continue to reach out to small businesses and advertisers in cooperation with publishers, offering training courses, limited free access to the CAB website and material to communicate the value of audited media and the risks of advertising in non-audited media. He also stated that the CAB’s advertiser education and recruitment push would build further momentum in the lead up to the bureau’s first members’ conference, to be held in 2011.
“Our advertiser members are the linchpins of our tripartite membership,” said Dovas. “Accountability in ad spend begins with advertisers giving preference to media agencies who support audited media. This is the fundamental principle that has been driving the CAB for over 50 years and it’s no less important in today’s evolving media landscape.”
Source: Circulations Audit Bureau, Paul Dovas.
By: Philip Jenkinson
