Transcript Telemarketing Update

BPA Rule Change
Webinar
January 2015
Agenda
Changes/Updates:
• Magazine Rule Changes
–Business Rules only
–Both Business and Consumer Rules
• CCAB Newspaper Rules
• Review/Update of Previous Rule Changes
and BPA initiatives
Advisory Committee Meetings
How a Bill becomes a Law•
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Advancements/changes in technology
Members making requests for review
Members asking similar rule questions
Present to committees as agenda items
Ultimately, the BPA Board reviews them, with
any comments and recommendations made
by the committees, and rules on them
Rules Updates
Business Publication Rule Updates
Consolidated Paragraph 1
Average Qualified Circulation
Consolidating Paragraph 1
• Original Reporting Style:
Print version only
Digital version only
Both print and digital copies
= Total Qualified
• Individuals counted only once in each category
• Caused undercounting of total print and/or
total digital circulation
Consolidating Paragraph 1
• Dec-’11 Rule changed to allow for:
Gross print
Gross digital
Gross print and digital
Total Unique qualified
• Consolidated Paragraph 1 on page one
• Required separate Paragraphs 1 for print,
digital, both in Additional Data section
Consolidating Paragraph 1
• Brand Report format has Executive Summary
• Information is redundant
• Business Publication rules amended to allow
optional reporting of separate Paragraph 1s
(print), (digital) and (both)
• Consumer rules unchanged – due to
sponsored digital copy counts
Business and Consumer Rules
Digital Ninety Day Rule
Digital Ninety Day Rule
Previous rule:
• Any opt-out or undeliverable digital edition
email alert required removal or correction
within 90 days
• Was in line with 90-day period for print
subscribers requesting removal from circ file
Staff invested in robust programming to check
for any 90-day violations
Found significant drop in violations
Digital Ninety Day Rule
Reality
• Publishers are very proactive in removing optouts and non-deliverable email addresses
from their files
• The want to avoid being “blacklisted” as Spam
– Penalties for this is much worse for their business
• Publishers’ costs rising to provide SMTP log
files for the audit (moved to sampling)
Digital Ninety Day Rule
Schedule for removal of opt-out or nondeliverable email addresses:
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Daily – within 30 days
Weekly – within 30 days
Semi-monthly – within 30 days
Monthly – before the next issue
Bi Monthly – before the next issue
Quarterly – before the next issue
Semi-Annual – before the next issue
Annual – before the next issue
Digital Ninety Day Rule
• New rules will apply to:
– all digital edition distribution (business,
consumer, email rules)
– opt-outs for membership benefit copies
• Newspaper publishers will discuss in spring
Single Copy Sales –
GEO Reporting
Single Copy Sales – GEO Reporting
• Returnable Single Copy Sales can require six
months to finalize
• For reporting purposes, estimated based on
historic sales data
• Challenging process to accurately report data
• Even greater challenge to project the correct total
by state or province
• Has lead to audit adjustments
Single Copy Sales – GEO Reporting
New Rule
• Publisher’s option to:
– Report sales estimates geographically
or
– As an estimated total SCS figure (line item)
in the geographic table
CCAB Newspaper Rule Changes
Frequency of Reporting
CCAB Frequency of Reporting
Community Newspaper members
• Change effective: After 12-month March 2015
Brand Reports and semi-annual Community
Newspaper TRAC reports covering six months
ending March 2015
• Thereafter Quarterly top-line TRAC data must
be filed for three-month periods:
– April through June
– July through September
– October through December
– January through March
CCAB Frequency of Reporting
Daily Newspaper members
• Effective for 2015:
• Quarterly top-line TRAC data must be filed for
three-month periods for:
– January through March
– April through June
– July through September
– October through December
CCAB Frequency of Reporting
• Quarterly top-line TRAC data will be basis for
annual 12-month CCAB Brand Reports for:
• Community Newspapers ending March of
each year
• Daily Newspapers ending December of each
year
Electronic Editions
Electronic Editions
• To count as qualified circulation on a CCAB
Brand Report, the following digital electronic
editions must be authenticated by the user
through subscriber registration:
– Paid Sponsored copies
– Free replica copies
– Free-non-replica copies
• This requirement does not apply to
educational copies
Review/Update of Previous Rule
Changes and BPA initiatives
Telemarketing Update
Direct Request: Telecommunication
December 2013 rule change:
• In a single phone call:
– One person requesting for self and one other coworker both names are considered a direct
request
– One person requesting for more than one other
co-worker all other names are company requests
• Unanimous approval by BPA Board
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Telemarketing Update
• TMAC liked the change for its objectivity
– Easier training
– Easier quality control
• Mixed response on conversions
– Some saw consistent results
– Others saw decline due to limited number of
direct requests one person can make
Telemarketing Update
Still early days, however:
• Positive feedback and initial test results
• Fewer Direct Request Telecom
discrepancies
– The discrepancies found on calls made during the
rule transition period; subsequent results
following showing improvement
Telemarketing Update
TMAC committee meeting Oct ‘14
• Some expressed concerns re: certain industries
• Most liked the new rules
– Cleaner to conduct calls
– No gray area
– Quality has increased
– Levels the playing field
– Costs stabilized
– Overall happy with results
Telemarketing
A reminder:
• Some vendors and publishers not sending the
original telecom files
• Audit staff must go back and request them
• These files are still needed for the audit
Enhanced Online Status Posting
Brand Report Update
Brand Report Formats
• Since December 2013 reports, all members
are reporting in new Brand format
• No more traditional “green” or “pink”
statements
• Facilitates additional media channels
• Currently over 500 members reporting 2+
channels of data
Brand Report Formats
• Contact your Brand Development Managers or
Regional Managers for further questions and
guidance on adding more audience channels
• In the US, call:
– Eric Hedman (203) 447-5611
– John Brooks (203) 447-2811
Or email them at: [email protected]
Fixed Pricing Agreements
BPA Pricing Structure
• May 2014 Board meeting – Approved new
price structure:
– Pricing based on guaranteed fixed price for
member services
• Initial trials proved very successful
• Implemented new fixed price model with
July 1, 2014 billing
BPA Pricing Structure
• No two brands/audits are the same
• BPA staff will work toward transition for the
full membership from pricing based on
allotted amount of audit time to a fixed
pricing model
• Looking to develop agreements based on
services, not the time it takes to complete the
work
BPA Pricing Structure
• A Fixed Price Agreement (FPA) provides
budgetary certainty – member billing will not
exceed a guaranteed price
• December 2014 invoices have been issued
• Those not on FPA are “deposit” invoices based
on billing history. Will be reconciled for the
agreed upon services and audit fees
BPA Online Rule Book
(Live Demo)
Thank you!
Russ Haderer
[email protected]
(203) 447-2805