China 4As shops unite in tackling media buy issues

<p>SHANGHAI: The China 4As is spearheading a drive to better </p><p>professional standards in the media buying market, and has appointed </p><p>MediaCom executive director T. S. Chan to drive the effort. </p><p><BR><BR> </p><p>Chan will head a separate committee to address a range of thorny issues, </p><p>including press circulation verification, costs of media research, </p><p>two-tier pricing structures and media rate transparency. </p><p><BR><BR> </p><p>The toughest area for negotiation is likely to be rate transparency. </p><p><BR><BR> </p><p>Zenith China deputy managing director, Derek Kwok, said rate </p><p>transparency was a very sensitive issue and "action must be seen to come </p><p>from an industry body, not one single agency". </p><p><BR><BR> </p><p>Who holds the aces? - p14. </p><p><BR><BR> </p>