Audit bureau launches flyer check system

Flyer distribution just got a little more reliable.

The Audit Bureau of Circulations launched a flyer distribution verification service in Canada yesterday, adding third-party assurance that inserts actually reach the intended readers and demos. The flyer audit evaluates the insert process for compliance with 10 key points, including quality controls and timely and accurate quantity information for advertisers. It is conducted during a newspaper’s annual circulation audit. An outline of the prototype can be found at The results of the audit are published online in ABC’s electronic database.

The launch included enrollment of 10 daily CanWest MediaWorks newspapers in the service, including the Calgary Herald, Edmonton Journal, Montreal Gazette, Ottawa Citizen, Regina Leader-Post, Saskatoon Star Phoenix, Vancouver Province, Vancouver Sun, Victoria Times-Colonist and Windsor Star.

More than 100 media-buying and publishing companies were represented during the creation of the service, through the Canadian Newspaper Advisory Committee and Canadian Print Advertising Buyers Committee. ABC has more than 4,000 members in North America.