SBB Media has a full verified audit of circulation of its magazines and their distribution

24 November 2011

KPMG report has been prepared in accordance with International Audit Standards

SBB Media is the first publishing company in the country with a full verified audit of circulation and distribution of its magazines.

Its purpose is to measure accurately and objectively the popularity and advertising effectiveness of magazines and thus to gain the trust of the advertisers, and to eliminate speculation, rumours and false statements regarding the market success of this type of media.

The audit was carried out with the support and approval of Bulgarian Association of Advertisers (BAR), Association of Advertising Agencies - Bulgaria (ARA) and Bulgarian Association of PR Agencies (BAPRA).
The report is prepared by KPMG (KPMG.com) in accordance with International Standard on commitments Assurance (ISAEs) 3000 "Commitments assurance, other than audits or reviews of historical financial information" and International Standards on Auditing.

The document certifies the accuracy of the data in publishing reports of "SBB Media" in terms of printed copies per issue, average number per sold issue in retail, average number of subscriptions per issue, and other paid forms of distribution of all company's magazines to advertisers and its partners.

It reveals that in total all SBB Media magazines have an average number per printed issue nearly 250 000.

"As a leading publisher in Bulgaria with many licensed brands we have to authenticate the data, used by our advertisers, because they need reliable information. We believe the lack of precise information about circulations and their realization is an obstacle for the business in general and it is among the main reasons for the spread of rumors and speculation that prevent good partnership between media and advertisers. The audit shows that the circulation of our leading magazines such as "Journal of Women" and "Cosmopolitan" is over 55 000, so they continue to be the preferred advertising channel by many different companies. These are the facts.” said Dimitar Drumev, CEO of SBB Media.

“The need of maximizing the effectiveness of marketing communications in a constantly changing media environment requires openly providing of data, which are reliable, accurate and affordable. In the absence of an operating Audit Bureau of Circulations in Bulgaria, we welcome the development of the audit process in various forms to ensure all participants in the industry have access to transparent, credible and reliable information” shared Maria Oprenova, Chairman of Bulgarian Association of Advertisers (BAR) and Director Marketing communications at M-Tel.

"The association of Advertising Agencies - Bulgaria supports the idea of auditing the circulation of the editions of "SBB Media". The data about circulation and sales would help measuring the effectiveness of advertising investments in specific print editions. We hope this is the beginning of the process of determining accurate and reliable data for print media in Bulgaria", said Chairman of the Association of Advertising Agencies in Bulgaria Mariana Brashnarova.

"The audit of print media circulation is a crucial element in maintaining the mutual trust between advertisers and media. Without having accurate information about circulation and sales of printed editions, advertisers fall into a situation where it is virtually impossible to calculate the effectiveness of their spent advertising budgets. I believe the example of one of the largest media groups in Bulgaria will be followed by other companies in the publishing business", said Alexander Durchev, Chairman of Bulgarian Association of PR Agencies and CEO of All Channels Communication Group.

"SBB Media" is the publisher of "National Geographic" Bulgaria, " National Geographic KIDS", magazine №1 in the world of fashion "ELLE", female bible  "Cosmopolitan", the best selling magazines in Bulgaria "Bliasak" and "Woman’s journal”, celebrity magazine "Story", magazine "My child“, magazine "Harper’s Bazaar", "Culinary journal", "Health journal" and "Cook with me". As an online publisher "SBB Media" maintains NationalGeographic.bg, Cosmopolitan.bg, Bliasak.bg, Rozali.com, Moetodete.bg and Gotvetesmen.com.