ABC Chair Defends Bureau In Circulation Scandals

In the final Audit Bureau of Circulations monthly newsletter of 2004, Chairman Robert Troutbeck again acknowledged the black eye caused by the year's well-publicized circulation scandals.

"Over the past year, the actions of a few publishers have led to an erosion of the trust between advertisers and publishers that is so essential to our industry," Troutbeck told publishers during the ABC's 90th conference and annual meeting this November, where the scandals' aftermath was still top of mind. His remarks appeared in an ABC newsletter issued Tuesday. "Their actions threatened to undo what responsible publishers, advertisers, and advertising agencies have spent 90 years collectively creating. This situation was intolerable. There was a need for ABC leadership. And I am pleased to report, when the time came for leadership, ABC was there."

Troutbeck further praised the ABC and its affiliates for tackling the issue head on, while acknowledging some slippage in confidence for the auditor. "We will continue to be proactive in removing any doubt with buyer confidence in ABC data," he said. "And we will vigorously defend both the ABC product and all publishers who work with us in adhering to ABC standards."

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