The ABC is a non-profit company registered in terms of Section 8 of the Companies’ Act, based on a bi-partite agreement between advertiser and advertising agencies and media owners.
The primary function is the certification and provision of accurate and comparable circulation figures, to assist the bi-partite groupings (advertisers/marketers and publishers) in the buying and selling of advertising and promotional material. This is achieved through agreement or auditing standards, on the certificates and on the reports submitted.
Further functions are the certification of digital data (digital publication circulation, email newsletter circulation and Website traffic) and attendance at exhibitions and conferences.
The affairs of the Bureau are managed by a Board of Directors, elected every year by the Annual General Meeting. The day to day activities of the Bureau are handled by a permanent staff headed by the General Manager.
Members are required to submit data substantiating their circulation, web traffic or attendance, resulting in the issue of a certificate.
The audit of the certificate must be conducted by a Registered Accountant and Auditor, or by the ABC, who must have full access to all financial and other relevant records, for the purpose of a complete and accurate ABC audit.
The Bureau does random check audits to verify the information prepared by the publisher.
Aims & Objectives
The main objective of the ABC is to promote the interests of the buyers (advertisers and marketers) and sellers (media owners) of advertising and promotional material by providing accurate and comparable circulation data.
Further objectives are:



Memorandum of Incorporation
BOARD OF DIRECTORS
Chris Botha is the Group Managing Director of Park Advertising – (holding company for The MediaShop and Meta Media). Chris has been with the group for 20 years, and is a seasoned media expert. He was educated at the University of the Free State. In 2010 he was chosen as Media Innovator of the Year. In 2013 he was chosen as one of the 200 Young South Africans to look out for, and also as one of the Top 40 under 40 in The Media. In 2014 he was the recipient of the “Cum Laude award for business achievement “ from the University of the Free State.
He started his media career at Die Volksblad, and went on to become Marketing Manager for Beeld. He was a founder member of the Daily Sun after which he became the General Manager at On the Dot, responsible for newspapers and both local and international magazines. He has been nominated to serve on ABC board by Media24 for the past 10 years. André is the current Deputy President of the Audit Bureau of Circulations of South Africa (ABC) and serves as the Chairman of the rules committee .
Celéste Burger is a Chartered Marketer with 27 years of creative industry and agency experience in the Private-, Government sector and the Franchise industries. Her work includes strategic brand communications and integrated marketing solutions that drive ROI & ROE. She focuses on current integrated platforms and trends, target market segmentation, brand standards and identity compliance, brand equity, positioning and profiling. She assisted businesses with growing footprint and markets, managing brand compliance and awareness, customer retention and customer relationships. She lectured in Organisational Behaviour, Brand Strategy, Brand Architecture and Brand Positioning.
Immaculata Segooa is a business professional, with over 25 years’ experience in Marketing and related fields. She carved her professional in the advertising industry, as well as influenced the marketing of brands in retail, motor, telecommunications, financial services and insurance, industries. A Chartered Marketer passionate about elevating the role of the profession in business, Immaculata is the Deputy Chairperson of the Marketing Association of South Africa (MASA), and serves on the boards of the Marketing Research Foundation (MRF), the Audit Bureau of Circulations (ABC) and is also a member of the Vega School of Branding Advisory Council. Immaculata Segooa is the Group Head of Integrated Marketing Communications at Discovery and a Shared Value Advocate. She has a Master’s in Business Leadership and her research paper on Shared Value has kindled a new passion for this management philosophy
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