Audit Bureau Becomes ‘User-Friendly’

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By: Jennifer Saba

The circulation scandals of 2004 brought about increased scrutiny on the numbers, training a spotlight on the firm responsible for watching the industry ? the Audit Bureau of Circulations. In response, the ABC board wanted to step up its communications efforts both with its members and the press.

The bureau hired a new vice president of corporate communications, Neal Lulofs, and gave its Web site an overhaul, making it more user-friendly. Lulofs then brought in an outside public relations firm, Dome/ HK, to reach out to the press and help ABC polish its image.

In an effort to further increase its transparency, ABC is also currently offering online resources explaining such subjects as how audits are conducted and how newspapers should prepare for them.

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