igerian advertisers are planning to set up an Audit Bureau of Circulation that newspapers and magazines will have to subscribe to, or face the chance of being boycotted by advertisers.

The Punch, said to be the most popular paper in Nigeria, receives 65 per cent of its revenue from ads and the rest from circulation. But what is most interesting is that the paper�s ad inventory is marketed by its editorial staff. Although some people believe that this jeopardises editorial quality and neutrality, many experts are of the opinion that the tactic allows for better growth in the editorial as well as marketing areas. Further, this allows better targeted advertisements since both, editorial and marketing functions have the primary mandate of understanding readers. ... more