CarBuyer joins list of MCS audited publications

Big Fish Publishing has had its CarBuyer magazine audited by Media Circulation Services (MCS) for the period January to June 2005. The publication now has a certified circulation of 49,142 copies per issue, making it the only motoring magazine in Singapore to have its figures verified by an independent party.
 

"It's easy to make fanciful circulation claims, but we felt it was important to let advertisers know exactly what they were getting with CarBuyer," said Publisher Leow Ju-Len. "The paperwork's a killer, but it costs next to nothing to get an audit done, so there's no good reason for a magazine not to do it."

Prior to its audit, the publication claimed a 50,000 circulation figure, revealing a discrepancy of 858 copies after audit. Leow attributes the difference to the "few hundred copies" of each issue retained for in-house distribution, adding that the audited number of magazines is still substantial -- "we're talking almost a hundred thousand copies every month here," he said.

CarBuyer is a fortnightly motoring magazine distributed free of charge to motorists and would-be motorists at 147 locations, a figure which has also been verified by the MCS. The magazine is targeted at the "60,000 to 70,000 people who buy a car every year, and not the handful of enthusiasts who dream about cars", according to the title's media kit.