BusinessWeek will submit to an audit by BPA Worldwide in addition to one conducted by the Audit Bureau of Circulations.
The McGraw-Hill Cos.-owned weekly's North American edition becomes the first major consumer magazine to offer two circulation audits to advertisers. The move comes as major publishers like Tribune Co. and Hollinger International have been tripped up over fudged statements.
“We believe that proactively holding ourselves to two independent standards of audit disclosure is an important way to emphasize that we want our advertisers to be totally confident about our circulation,” BusinessWeek president and publisher William Kupper said in a statement from New York.
BPA, Shelton, CT, for six years has audited BusinessWeek's Chinese edition. The first BPA audit of the North American edition will be available next year.
BusinessWeek is the world's largest business magazine. Sold in 140 countries, the title's global weekly circulation is nearly 1.2 million. The magazine turned 75 on Sept. 9.