Three Canadian newspaper companies withdrew from the Audit Bureau of Circulation this spring, opting to have their circulation measured instead by a new organization, the Canadian Circulation Audit Board. Torstar, Transcontinental and Sun Media have switched to the CCAB, though the reasons for the move remain unclear. Media buyers speculated that the move would undermine advertisers’ confidence in newspapers, particularly in light of scandals in the United States over fudged circulation figures.
A formal response released on May 13 by the Canadian Media Directors Council criticizes the move.
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