After several senior media buyers - directors or past directors of ABC - denounced that move, the CCAB has answered what it says are inaccurate claims about the quality of its offerings.

In a letter posted on the Web site of CCAB parent BPA Worldwide, M. Timothy Peel, CCAB general manager, says, "Much ado is being made over the news that three major newspaper publishers decided to change their circulation audit service provider from ABC to the CCAB, last week. It is much ado about nothing."

Following comments from the media buying critics that the three publishing groups had "settled for a less rigorous, less acceptable alternative", Peel says in his letter, "These statements are false and unsubstantiated. Worse, these statements are not in the interests of anyone in the media industry, including advertisers, publishers and advertising agencies.

"The publishers made their decision based on a desire for a ‘Made-in-Canada solution’ and the opportunity to participate in the newly formed Canadian Newspaper Advisory Board for the benefit of advertisers, media buyers and publishers.

“Although every marketers’ dream is to have one brand be all things to all people, we know that having a choice of equally qualified media auditors, such as ABC and CCAB, is healthy for everyone involved in the industry-advertisers, agencies, publishers and auditors alike."

The CCAB has formed a Canadian Newspaper Advisory Board to act as the main decision-making executive group for Canadian newspapers joining CCAB.

CCAB serves advertisers and advertising agencies and over 500 Canadian consumer magazine, business publication and newspaper media properties from its offices in Toronto and Montreal.