Ad Age reported Monday that Kraft, Wal-Mart and Coca-Cola may stop spending money in ads if they don't get assurances of issue-by-issue circulation guarantees. Media buyers want that number,
versus a pub that guarantees only average paid circulation. Now MediaVest USA, which spends about $900 million on behalf of clients, is putting its muscle behind its money. Said Robin Steinberg,
senior vice president-director of print investment and activation at MediaVest: "...we believe that all publishers should make this guarantee, and we will walk away from business for those who don't."
