• Mediaweek, Monday, April 7, 2008 10:45 AM

In an attempt to speed up the auditing process, an Audit Bureau of Circulations committee is presenting proposed changes to the publisher's statement that could make slogging through pink sheets quicker and more painless for media buyers. The publisher's statement could be cut down from four pages to two.

Members of the Magazine Directors' Advisory Committee describe the move as one that will take out sections of little use to buyers, including the removal of state-by-state breakdowns of magazine sales from twice-annual pink sheets in favor of data on the top 10 markets. One other recommendation would have publishers eliminating premiums and channels data and making length of term optional.

Brenda White, vice president and director of print investment at Starcom USA, says the new streamlining effort is a mixed blessing for buyers: "It's critical we have that transparency, but I think we need to evaluate what we're really using, and what's the time associated with what we need to produce."

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