Starting an ABC

In essence, independent audit bureaus are founded and prosper because advertisers and advertising agencies are united, and persistent in their demand for independently audited circulation and other data.In the early, formative stages in the development of an audit bureau, it is essential that major media participants accede to advertisers and accept the discipline of audits. This action will, in effect, challenge other significant industry participants to join their peers in the acceptance of independent audits.The guiding principle for each IFABC member is self regulation, based on the conviction that whenever an industry is able to regulate itself with fairness to all concerned, control by government is unnecessary. The IFABC system of published standards, voluntary acceptance of standards by media, impartial circulation audits, and the resulting reliable facts, has proven to be a constructive force in international marketing.


How to create an ABC in your country

View a practical guide featuring strategies, plans, actions and hints for those interested in creating an ABC. View the practical handbook.


Ten Steps to setting up an ABC

NOTE: It has been the experience of IFABC members that one of the biggest inhibitors to setting up a new audit bureau is the need to deal with the publishing of circulation figures that have been audited under your new Rules that may result in a decrease in reported circulation.IFABC members are available to provide assistance in dealing with this issue.

As a minimum however, here are the 10 steps you should follow when setting out to create a new ABC:

Step 1

Contact the IFABC Secretariat and inform them of your intention to develop an audit organisation in your country. You will be assisted throughout the process and put in touch with an existing IFABC member who will act as a mentor throughout the process.

Step 2

Visit the IFABC website and become familiar with the constitution and By-laws.

Step 3

Establish a working committee drawn from publishers, advertising and media agencies; advertisers and marketers. The IFABC Secretariat and President are available to assist in this process.

Step 4

The Secretariat will supply you with a relevant set of documents which you can use as the basis for your own:

  • Constitution/Article of Association
  • Structures
  • Procedures
  • Rules
  • Publishing format of the data
  • Your fee structure

Step 5

It’s important to adapt the documents provided by the IFABC to suit the common needs of the local market.

Step 6

Have all of the documentation agreed and signed by all 3 parties.

Step 7

Send the documentation to the IFABC Secretariat for study and initial approval by the IFABC Executive

Step 8

Register the organisation in your country in the appropriate manner.

Step 9

The IFABC will invoice your membership fee based on the total annual circulation of your market.

Step 10

The IFABC Secretariat will contact you regarding acceptance of your application and introduction to the IFABC community.