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Media monitor set to act
( 2003-09-19 09:00) (China Daily)

Business of Performing Audits International (BPAI) is primed to plug into China's fledgling media monitoring and evaluation market.

A global provider of audited data to the marketing, media and information industries, BPAI has unveiled a three-step blueprint to establish a profile in China.

The first step, to be implemented today, calls for BPAI to sign an agreement with a Chinese company, allowing it to sell BPAI services in the country.

"Next June or July we are going to establish a Beijing office," revealed Glenn Hansen, BPAI president and chief executive officer.

The company will then send more professionals from its US headquarters to China and recruit local staff to ensure its long-term development.

BPAI's major service is providing circulation verification for publications. Its verification system is one of the two globally-adopted systems. The other is provided by the US-based Audit Bureau of Circulation.

"BPAI is doing the proper thing at proper time, when China is in need of an authentic circulation verification system," said Cheng Mei, an industrial expert.

It has become an open secret that some publications in China tend to exaggerate their circulation in a bid to raise their profile and lure more advertisers.

The General Administration of Press and Publication is also contemplating establishment of an authoritative system to oversee and audit circulations, according to its Deputy Director Shi Feng.

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