After a brief affair with the BPA, the next EPD audit will be from the ABC. This isn’t surprising: with some major titles no longer auditing circulation, I think that EPD should be applauded for continuing to get 3rd party validation of the circulation.
As I mentioned in the previous post, with the incorporation of EM&T within EPD, the circulation of EPD will grow a little to 24K, and insiders confidently tell me that the audit will show 100% to be requested within a year. Although I can see benefits to the more stringent approach taken by the BPA, advertisers will definitely reap greater benefits from publications that are investing in larger, newer circulations rather than spending more time jumping through the hoops to get a BPA audit.