Audit or shut it?

It is no secret that advertising is an extremely important part of any marketing plan for any organization. It's not something only newly launched companies need, but even existing and well established companies absolutely need to sustain its position and growth.

Advertising costs have consistently been increasing in the Middle East. Increasing costs for what is already overpriced is nothing new to the region. What is interesting here is that this is happening despite pleads, followed by threats by major advertisers to audit publications. Those very publications that are failing to audit are the ones increasing the advertising rates.

Could it possibly be, that they are attempting to maintain their revenue from the expected boycott from some of the main players in the advertising industry? If so, such tactics will not last for very long. Only big players can afford to pay such high rates and so that takes them back to square 1.

Auditing may be a bad thing for some in the short-term. However, it most certainly is going to be of benefit to a lot of publications, giving them legitimacy and proof of their success. Or will it?