Saudi newspaper Al Jazirah is seeking audit under internationally recognised BPA Worldwide standards.
In a statement Abdulatif Al Ateeq, General Manager of Al Jazirah Corporation for Press, Printing and Publishing, described Al Jazirah's move as a significant step.
He said: "It is a move in our adherence to transparency as well as a continuation of Al Jazirah's recent declaration of its circulation figures." he said there is an increasing demand from within Saudi Arabia for audited data.
He said: "It has become inevitable for the print media to respect its readers and advertisers, who would not accept any data unless they are verified by international bodies, BPA being the most prominent. Entities working in areas such as telecommunications, real estate, travel and tourism, banking, and distribution of FMCG are concerned about establishing their marketing plans and promotional programmes on verified figures."
Al Ateeq said: "One of the key duties of media is to consolidate the concept of transparency among the community. Such role necessitates that media must apply the concept on itself first, a matter which would not come to reality if it has to conceal its data of circulation."
"Al Jazirah, by seeking a BPA audit, would like to verify its circulation data. We believe that, in an era of globalisation, a day would come in which we would find that no place is available for media owners who resort to fraud and deception when declaring their circulation data."
Al Jazirah's move demonstrates its commitment to international best practice in circulation auditing and to the principle of accountability to the advertising community. From an internal operational and strategic standpoint, the audit data will assist the newspaper in focusing its future strategies of circulation development and increase accountability from its own suppliers.
"As a pioneer among Saudi newspapers, Al Jazirah is sending a clear message to the market that other publishers will need to heed or possibly experience a decrease in advertising sales from advertisers who have pushed for audited media in the Saudi market," said Stuart Wilkinson, BPA's Managing Director of Europe, Middle East & Africa.