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Why I Don't Trust PIB's Ad Revenue Reports

Headshot of Bob Sacks
By Bob Sacks

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Media Daily News reported today what most of us have been aware of, well, forever. The Publishers Information Bureau (PIB) isn’t worth the paper it is printed on. At least, not the revenue-reporting part of the report. I have never trusted the revenue “rate card” side of the reporting and rather focused my attention on the reported page count. At least that is based on science and not numeric, wishful alchemy.

It’s sort of like a trip to the doctor.

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Headshot of Bob Sacks

Bob Sacks

Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He is also the co-founder of the research company Media-Ideas (Media-Ideas.net), and publisher and editor of a daily international e-newsletter, Heard on the Web. Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, circulator and almost every other job this industry has to offer.

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