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Fudging circulation figures

No doubt you’ve all heard about the shenanigans going on over at Media24, admitting that 12 of its 60 magazine titles have “fudged” their circulation figures. (Read more here)

This got me to thinking once again about just how transparent online is. For years, advertisers have trusted circulation reports for print. But what I now find myself wondering is just how many times, or how long, these irregularities have actually taken place.

Enter online … fully accountable, audited statistics — not only from a circulation (visitors and page views) perspective, but results of advertising campaigns to boot.

Think we’ll see a shift in advertising budget allocation?