FOR IMMEDIATE RELEASE
ABC Executive Promoted to Oversee Digital Operations
Several Auditing Executives Also Advance
ARLINGTON HEIGHTS (Sept. 14, 2011) – The Audit Bureau of Circulations has elevated Neal
Lulofs to the position of executive vice president, communications and strategic planning, and
general manager of ABCi, the organization’s digital unit.
In his new role, Lulofs will help guide the organization through a period of adaptation and
innovation, as growing use of digital media and new technologies spur greater interest in
independent verification. With use of multimedia reporting up 55 percent in the last year, Lulofs
is tasked with marrying ABC’s print audit services and ABCi’s digital offerings into a cohesive
strategy. One of his first duties is hiring a new vice president to oversee ABCi’s day-to-day
operations and handle business development opportunities.
“Neal’s appointment signifies ABC’s commitment to helping our members navigate the
transition to digital platforms,” said Merle Davidson, market media director, strategic
marketing/media services, JC Penney Co. and chairman of the ABC board of directors. “ABCi’s
product offerings are extensive and growing—basic website audits, mobile and app verification,
social media usage and IAB compliance audits are just some of the areas that fall under our
expanding purview. As a board and an organization, we are continuing to invest in ABC
Interactive to meet the evolving needs of today’s media marketplace.”
Lulofs joined ABC in 2005 as vice president of communications. He was promoted to senior vice
president, communications and strategic planning in 2007. Prior, Lulofs held senior management
positions at several Fortune 500 companies including MCI.
ABC also announced promotions in its auditing department, with Ken Shultz advancing to senior
vice president and Janice Unrath to vice president.
Shultz was promoted from vice president, audit services. In his expanded role, he oversees a
portion of the audit management team, ensuring ABC audits are conducted with the highest level
of integrity and in accordance with the organization’s bylaws and rules. Shultz also serves as the
staff liaison for the Business Publication Industry Committee. He joined ABC in 1986 as a field
auditor, working his way through the ranks before accepting the position of vice president in
2000.
In her new position of vice president, audit services, Unrath will also supervise ABC’s audit
management staff and enforce quality control measures. In addition, she works closely with ABC
Canada to ensure audit practices and reporting standards are reflective of the needs and trends
facing the market. Unrath joined ABC as a field auditor in 1989 and held various positions at
ABC before being promoted to director of audit services in 2005.
ABC also announced effective Dec. 1, 2011, Mike Moran, executive vice president of audit
services, will retire after more than 30 years with the company.
“Mike is well respected and has been such a reliable leader at ABC,” Davidson remarked. “I
will personally miss him. On behalf of the ABC board of directors, I wish Mike and his wife,
Nancy, the very best with their exciting adventures ahead.”
ABC President and Managing Director Mike Lavery added, “I’d also like to thank Mike for his
years of service and dedication to ABC. His colleagues, the ABC board of directors and our
members have valued Mike’s thoughtfulness and perspective over the years. His outstanding
knowledge, leadership and perspective will be missed. We wish Mike well in his retirement.”
Taking the reigns from Moran is Scott Hanson. In his new position, Hanson is responsible for the
organization’s expansive audit services, including print circulation, insert verification, readership
studies and ABC’s member-facing Publisher Relations team. He will continue serving as senior
vice president, electronic and centralized auditing, until Dec. 1, and as staff liaison to the
NAA/ABC newspaper committees. Hanson originally joined ABC in 1985 and became the
director of field auditing in 1998. During his ABC tenure, he also held the position of vice
president, Internet and new media auditing.
“Scott is a seasoned auditing professional with extensive knowledge of ABC’s processes and
members,” said Davidson. “His time with ABC will serve him well as he broadens his horizons
with new responsibilities. The ABC board has enjoyed working with Scott and looks forward to
his continued leadership.”
Lavery added, “ABC has a tradition of grooming and advancing from within and this series of
executive promotions is no exception. Scott, Ken, Janice, Neal and the rest of our executive team
provide a strong leadership backbone for ABC, ensuring we are well-positioned to evolve our
services and continue our role as the gold standard in media audits.”
Finally, ABC’s long-time vice president of human resources, Laura Ferraris, is retiring on Dec.
1.
About ABC
ABC is a forum of North America's leading magazine and newspaper publishers, advertisers and
advertising agencies. The organization provides credible, verified information essential to the
media buying and selling process. ABC maintains the world’s foremost online database of
audited circulation information and a growing array of readership, audience and website usage
data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of
websites and digital ad-based technology. To learn more, visit www.accessabc.com.
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Media Contacts:
ABC
Kammi Altig
224-366-6365
kammi.altig@accessabc.com
Susan Kantor
224-366-6432
susan.kantor@accessabc.com