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We want to crack the difficult one first.” Proposals for consumer audits are to follow.įoley believes that an audit will probably cost a list owner about 1,500, but argues that the expense should be recouped from improved list sales almost immediately. “There is a lot less data on the consumer side, and it’s a lot less difficult. Other mandatory information will include a geographical analysis, an analysis by job title and an analysis by source type and age of source.įoley explains that business lists have been chosen first because they tend to be more complex than consumer lists. It also covers the percentage of the list which is duplicated, the percentage of UK records with postcodes, the percentage with phone numbers and the percentage with fax numbers. The draft ABC certificate for business lists would include details of the number of records on the file how many are named individuals how many have job titles with no name and how many only have the company name. Prepared a draft document on list auditing which has been sent out to more than 100 DMA members who requested it, and their comments are being incorporated in a revised document due to be published this month, with recommendations for a test programme to look at the auditing of business lists. The Direct Marketing Association (DMA), ISBA and ABC have had a working party looking at the issue for some time. List owners, who are often publishers and therefore used to ABC-style circulation audits, see list auditing as “a tool that will help them sell or rent their lists”. There is resistance to the idea of list auditing, and it is primarily from the smaller list owners.”

It’s taking longer than it should – but that’s due to the politics within the industry. Trevor Foley, director of marketing and communications at the ABC, says: “This whole argument has been going on for two or three years now. It’s taking an interminable amount of time.” Other media can be audited – why not lists?” He suggests that his members feel things have been allowed to drag on for too long, adding: “Advertisers have been concerned for years, and we’ve been pushing for it. Those who support the introduction of list auditing – including the Incorporated Society of British Advertisers (ISBA) and the Audit Bureau of Circulations (ABC) – say that an auditing system could only do the list industry good.Īs ISBA director general John Hooper puts it: “We believe business lists should be audited so that we know what we are buying. This argument has been rumbling on for years, but there are signs now that patience, on the clients’ side at least, is beginning to wear thin. Many major users of direct marketing have felt for some time they should get the same sort of assurances about what they are buying from the list industry as they do with other advertising media, such as magazines and exhibitions.īut many in the list industry would counter that this is simply an example of a client not taking the time to understand what he is buying, and blaming the failure of his campaign on the list when in fact it was his own fault. Unfortunately, the response was far lower than he had expected – so low that he investigated it, and discovered that a large number of names on the list were students, who were in no position to buy the product.Ī prima facie case, then, for properly audited lists – which are favoured by a growing number of clients.

He rented a list from one of the leading architectural magazines, sent out a mailshot and waited for the orders to roll in.

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