IFABC to say hello to digital, goodbye Boyd

Global – The International Federation of Audit Bureaux of Circulations (IFABC) and its members have a new task of including the digital medium as one of the established media platforms like print, television, radio and outdoor.

In his last message to members at the IFABC general assembly recently at Cancun, Mexico, former President Chris Boyd who is also of the Audit Bureau of Circulation (ABC) in UK and Ireland called for his counterparts to embrace the internet which outperformed in growth terms, all the other media.

“The very nature of digital platforms has meant that it has become more challenging for bureaus involved with digital auditing and reporting to stay ahead of the game and to continually deliver to the fast evolving market needs,” he said, congratulating the IFABC Web Standards Group responsible which was responsible for a number of members who have been in the forefront offering solutions and providing enhanced digital accountability services.

However, he said, there was a need to understand the significant difference in dynamics of auditing and reporting across digital platforms compared to print and the large number of commercial competitors.

“Although there are many organisations already involved with measuring the audience of new media, ABCs have the advantage of being organised and recognised by the advertising and media industry,” Boyd added.

He advised smaller bureaus which main revenue source is a result of print media measurement to explore new media measurement with their returns.

IFABC, established in 1963, has 39 full members in over 36 countries.