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The result of the fracas was that some 72,000 inserts were included in one edition and the 23,000 in the next edition. Whilst that in itself may not have been the fault of the publisher or the printer responsible for insertion, their systems certainly were. Procedures at Country Living’s printers were such that there was no count of how many went into each issue, the conclusion on counts being based finally on the reported delivery note weights.
Prior to the second batch of inserts being inserted, Bio-Gard requested that they be inserted in magazines to be sent to subscribers which did not receive the insert the previous month. Given that the subscriber address file would be similar, Bio-Gard considered that to be a reasonable request.
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The request was rejected as impossible. But then, without accurate insertion records it would probably be the case.
Bio-Gard received a COI for the August edition from Walstead, the printer responsible for processing the subscriber inserts. The COI stated that the quantity inserted was 98,000 with no remainders (COD’s Wallop). That’s surprising, given that the full run was just 96,000. What’s equally surprising is that, at maximum, some 72,000 were inserted, subsequently confirmed by the publisher’s agency.
The reason both advertisers and the DMA Inserts Committee should be very concerned is summed up in an email Martin Harvey received from Canopy Media, stating that “Most (if
not all) print sites in the UK provide COI’s based on the information supplied by the printers/couriers whoever has packaged the inserts.”
If that is true, advertisers need to demand what systems and procedures publishers have in place to determine accurately how they measure and report the quantities of inserts stated on their COI’s.
But the buck does not stop there. Martin Harvey also defends Canopy Media and printers, like Walstead. “Even if more accurate COI’s are provided, we advertisers, we that expect the companies inserting our material to do it effectively and provide accurate COI’s, need to ensure that the delivery documentation presented to them is fully complete in the first place.”
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