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Junior Member
 
Group: Forum Members
Last Login: 19/02/2008 18:05:45
Posts: 16,
Visits: 169
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| I regularly advertise in the London free sheets but i am suspicious of their stated ABC's. What do others think? Should i dump them?
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Junior Member
Group: Forum Members
Last Login: 24/05/2007 10:09:44
Posts: 12,
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| I'm not sure if the ABC's are amazingly accurate but i still think they are worth advertising in. Has anyone seen the 'thank you Evening Standard' ads? Absolutely hilarious.
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Junior Member
Group: Forum Members
Last Login: 05/11/2007 15:13:14
Posts: 10,
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| I suspect that some are indeed dumped (as those videos showed), but it's hard to say how many. And although the London Paper has been 'seen' being dumped, i am sure the same happens with the Lite!
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Forum Newbie
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Last Login: 15/10/2007 17:56:33
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| We also advertise in the London freesheets but am thinking of pulling out as there is no real way of knowing the correct figures. The fact that it's likely thousands of the freesheets end up in bins is enough for me to think it's just not worth the money we are paying.
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Forum Member
Group: Forum Members
Last Login: 06/07/2007 16:00:55
Posts: 26,
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| ALL ABC's should be taken with a very big pinch of salt. The newspaper and magazine ABC's, for example, are full of bulks and the results of cut-price promotions. I doubt that the London free's are dodgier than anyone else. They just got caught!
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Forum Newbie
Group: Forum Members
Last Login: 04/05/2007 15:49:11
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| i wouldn't say ALL ABC's are useless, Controlled ABC's take into account only the mag's sent out (mainly used on B2B titles) and all bulk/sends to advertisers are classed elsewhere on the audit or not at all
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Forum Member
Group: Forum Members
Last Login: 06/07/2007 16:00:55
Posts: 26,
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| Yes, but how much dodginess goes into those? I've heard rumours about magazines being dumped in the sea, and then there was that famous EMAP example a few years ago where they had to re-state their ABC's because they got caught out! For newspapers there's the old "airline copy" trick which props up half the broadsheets. So for me ABC's are more a measure of distribution, not a measure of active readership.
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Junior Member
Group: Forum Members
Last Login: 19/10/2007 13:05:31
Posts: 10,
Visits: 4
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| Even if 10,000 copies are being dumped daily, it still means about 890,000 people are picking up one of the two free London papers every day. The ABC's might not be 100% accurate but it's still worth advertising in these papers- they are read by so many people even after the possible dumping that takes place.
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