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WSJ "fraud" Europe underlines the fact that the public, printed or digital, often artificially bought sold natural

Surprise :. To increase your circulation, Rupert Murdoch, the Wall Street Journal Europe participate in the mass channel stuffing

seems that everyone has suddenly discovered, how the media (old and new) really work. News Corp is in a class by itself. The phone-hacking scandal prompted the checkbook for Journalism at the top of massive corruption. Regarding the circulation scheme unveiled last week by The Guardian, The Wall Street Journal Europe Europe has pushed the envelope of the numbers of false traffic much further than any other newspaper in the world.

From May 2009 to April 2011, the WSJE had an agreement with a Dutch company called Executive of the Association of Learning PEL who bought thousands of copies of the magazine for as little as 0 , ? 01. If no agreement of this type are rare, the scale was 41% of the total circulation audited the WSJE is inflated by this ploy. The agreement also included a positive coverage of the PRS. On October 11, the WSJE editorial, Andrew Langhoff, resigned.

The next episode is likely to develop in the soundproof room boards News Corp

While there may be even more can come on the scandal phone-hacking (Guardian coverage here), the scandal of the circulation of the active participation of the most prestigious of the Murdoch empire could be a transgression too far. The board might be tempted to break the head of aging. The rationale for its decision to assumptions that point to the chain rigid, top-down control of News Corp. In this environment, the appearance is that the practices of this incredible movement regime must have been at least tolerated by management.

More generally, this scandal raises another question: What is the real value of a public print or digital, when he bought artificially - naturally instead sold

In the newspaper business inflating circulation is not new.

In fact, it is common practice. How the copies are light stimulation blur the line between the loyal readers and casual. Officially, the audit organizations worldwide to make fine distinctions between the channels. They are broken down payment / outstanding unpaid subscriptions of communication, types of deliveries, etc. In most western markets, about 20% to 35% of the outstanding premium assumed for newspapers is really free.

Beyond that, we have what I call "almost free" movement, or copies purchased at a fraction of the price ceiling, usually just above the minimum rate set by audit organizations that rely such as payment of the distribution. This includes copies available rooms air and hotel. Indeed, this circulation is free. First, end users do not pay a penny of his newspaper (part of the service). Second, the price paid by the dealer business is likely to be offset by side agreements, such as logistics costs charged by the airlines or hotel chains (not to mention advertising agreements could also be part of the package). Given these provisions, the proportion of free distribution may rise above 50%.

USA Today

had always defended the practice. Rick Edmonds Poynter.org has written a compelling story on the subject.

[USA Today] a report on the six-month period to March 2011 973 000 shows an average daily circulation 1,829 million hotel programs -. About 53%

USA Today

was based on copies of the hotel since its launch in 1982, but the offers have changed over time. Just under half are still outside of the rooms at an additional cost to the invoice (unless invited reduced).

The others are simply left in the lobby, breakfast room and shooting lanes. Under the new rules of the ABC, USA Today, they can charge as little as a penny per share - so it could offer a stack of the hotel 100 copies of a dollar a day

This raises two questions: how digital media and analysis of native very willing and able to solve the problem once and for all? And what is the real value of the artificial hearings?

The answer to the first question is no. Unfortunately, despite their innate ability to inform web users in assessing the real audience is more difficult than expected as people use more than one device and / or dedicated applications to access the same content. In addition, the advertising community invests little effort in the isolation of the audience segments most valuable. In most cases, ad buys are made with limited analysis and manipulation of people and poorly educated young people who apply the rule only do they include. Discount