Over at Publishing Executive's website (pubexec.com), Bo Sacks takes on Rate Base and asks industry leaders (including Jim Elliott) for their take on it. An excerpt:
"From my perspective, rate base is a convoluted tool designed to produce distorted circulation figures. Yes, auditing is an attempt to verify with some precision and prove to the advertisers that a certain number of people may have picked up and read your magazine. But imbedded in this arcane system is a potential for trickery and a temptation to abuse the well-meaning audit results to achieve what amounts to some meaningless readership number."
You can read the rest here: http://www.pubexec.com/article/pulling-back-the-curtain-rate-base-inflation/1