Media-buying firm MediaVest has told publishers it will no longer accept tablet circulation as part of magazine circulation figures. Beginning next year, the agency will separately negotiate
print and tablet media buys. A document sent to publishers from MediaVest in October read: "MediaVest will no longer be accepting digital edition, tablet, or third screen copies as part of paid print
rate base."
Of the change, a statement sent to
Ad Age read: "We always strive for the highest levels of
accountability on behalf of our clients. With this move we look to deliver on that goal." The agency will also request that publishers separate digital circulation number by platform.
Some publishers have indicated the move is simply a bargaining tactic to achieve lower rates on the print side. But with separate print and tablet buys added together, that assessment may be moot.
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