Dive Brief: 

• Major ad buyer MediaVest has told at least eight publishers that it will no longer accept digital editions towards guaranteed circulation counts. 
• Publishers are frustrated with MediaVest's demands because they are worried it will make it difficult to reach circulation guarantees.
• MediaVest claims it just wants greater transparency and to purchase ads for digital editions separately. 

Dive Insight: 

It's unclear whether MediaVest truly wants more transparency or if the ad buyer is looking to negotiate lower raters for ads. Digital editions of magazines still make up a small portion of circulation—3.8% in the first half of 2014—but that's enough make the difference between a publisher meeting its rate base or missing it.  As long as MediaVest understands that circulation guarantees may have to lower—perhaps publishers shouldn't be concerned. Regardless of motivation, better transparency in ad buys is a good thing for everyone.