Magazine article Marketing

Trinity Hits Back at IPA in Inflated Figures Row

Magazine article Marketing

Trinity Hits Back at IPA in Inflated Figures Row

Article excerpt

Trinity Mirror has hit back at accusations by the Institute of Practitioners in Advertising (IPA) that it is delaying compensation to advertisers. The compensation is due after Trinity admitted it had posted inflated circulation figures on its Birmingham titles.

The IPA says the issue of repaying advertisers is a "simple process" and has refused to join an arbitration panel being set up by the publisher to investigate the claims.

However, a spokesman for Trinity Mirror rejected suggestions that the process was straightforward and accused the IPA of failing to come up with an alternative, workable solution.

"It's ridiculous to say it's a simple process. Some claims will be easier to resolve than others, but it has to be done on a case by case basis," he said.

"No one pays compensation without putting a claim to the test, and we believe the process we have set up will speed things through to find a transparent result. There needs to be some mediation process, and the IPA has not come forward with any other proposal. The only thing we can think is that the IPA wants to go to law."

However, Marc Mendoza, managing partner at Mediapolis and press spokesman for the IPA media policy group, said: "As far as we are concerned, setting up a panel over-complicates a simple matter. …

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