Rogers Publishing switches all its titles over to ABC audit

Though it is still hard to understand the "gold standard" rhetoric being employed to describe the Audit Bureau of Circulation (ABC) in its competitive battle with BPA over auditing services, ABC has some powerful people on its side; in this case, Rogers Publishing, the largest trade magazine publisher in the country and its second-largest consumer mag publisher.

According to a story in Media in Canada, Rogers has now switched all of its titles over to be audited by ABC. This a couple of weeks after three major Canadian publishers went the other way and left ABC to join the Canadian Circulation Audit Bureau (the Canadian arm of BPA World Wide.)

Rogers announced that 26 more of its publications will be measured by ABC, which already audits the Toronto-HQ'd publisher's other 26 titles. In the Rogers stable are some of Canada's best-known magazines, including Maclean's, Chatelaine, Flare, L'actualité and Canadian Business, as well as a number of leading industry, medical and financial publications.

The 26 Rogers magazines that are being transferred to ABC are Baby & Toddler, Cosmetics, Mère Nouvelle, Mon Enfant, Newborn, Pregnancy & Birth, Ontario Out of Doors, Canadian Printer, CARD, Canadian Contractor, Canadian Grocer, Canadian Insurance, Canadian Machinery & Metalworking, Canadian Packaging, Coatings, Design Engineering, Food in Canada, Hardware Merchandising, HPAC, Le Journal Industriel du Québec, Materials Management & Distribution, Meetings and Incentive Travel, Onsite Heavy Construction News, Plant, Plastics In Canada and Purchasing B2B.

Rogers Publishing president/CEO Brian Segal is, it should be noted, a member of the ABC board.

"This consolidation will benefit our advertisers by providing the utmost in consistency and accountability, as well as centralizing in ABC's robust database the key information they need to plan their media buys," he said.