New Year resolutions are usually made to be broken, but here's one
that should be made and worked at: media audits.
Let's stop complaining about rough times - in any case they're far
tougher in the West - and start the year right with figures to prove why
a title or a TV station is a good advertising buy. Here's where media
agencies should exercise their clout and help media owners see the
light. Buy only from those publishers or stations with updated
circulation figures to prove their case. Doing so will send the clearest
message to the majority of Asia's media vendors. Doing otherwise would
be a great disservice for your clients.
