It has been several days since news broke of SPH Media’s inflated circulation numbers. The longer the silence, the greater the levels of speculation and misinformation that will circulate, says SIAS president David Gerald.
on Monday that daily circulation numbers of its titles - which include The Straits Times and Lianhe Zaobao - had been inflated.
First, a quick recap of the situation. SPH Media is a not-for-profit company limited by guarantee that wasIt has been in the spotlight this week because of news that an internal audit in March 2022 revealed that SPH Media’s circulation figures between September 2020 and March 2022 had been inflated by 10 to 12 per cent.
The Association of Advertising & Marketing Singapore for instance, has expressed disappointment at the news, correctly pointing out that“As a national medium, and virtually the voice of Singapore, one would expect its responsibility to extend well beyond just commercial boundaries,’’ it said on Wednesday.
Circulation data is a count of how many copies of a publication are distributed, such as through regular subscriptions or off-the-shelf purchase, while readership is an estimate of how many readers a publication has. Furthermore, the regulator and operator of Singapore's stock market, the Singapore Exchange Group, is also involved, given that SPH was a listed company for a portion of the period covered by the internal audit.Related:UNANSWERED QUESTIONS
For example, if a shopping centre orders 1,000 copies of a newspaper to be given to its patrons, and only 500 were actually taken, the industry norm is to count all 1,000 even if the 500 left over are destroyed.
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