BPA Opens Beijing Office for Media Audits
The new office in the Chinese capital will run audit scheduling, sales and customer service for the region, replacing a Hong Kong outpost. Other services include audits of events and trade shows, Web sites, e-mail newsletters, databases, subscriber profile studies and pass-along receivership studies.
BPA audits more than 30 Chinese business publications and consumer magazines. It is auditor for another 50 titles published in Hong Kong, Singapore, Japan, Malaysia, Taiwan and Thailand.
The Shelton, CT, company soon will offer the first newspaper audits in China, a market where it has had a presence for eight years.
Despite a challenging media market, China's print media business continues to grow, requiring ever more advertiser-sought verification of circulation by third-party auditors. According to ZenithOptimedia, total consumer and business-to-business print ad spending grew 14.7 percent last year to $211 million.
The media-buying agency predicts Chinese print ad spending will jump another 15 percent this year to $243 million, small by U.S. standards but an achievement for a country whose media is under tight government monitoring.