Publishing Scams: Some common examples
Bogus invoice scam
The simplest and most blatant scam is that, without any prior contact, bogus invoices are sent to businesses for adverts in fictitious publications. This is a very crude hit and miss approach but a surprising number of victims pay the invoice without question, particularly if the amount involved is relatively small. Summer months are a popular time for such scams, when key accounts and management personnel are on leave.
Many bogus invoice scams are now sent by email. A typical tactic is to make reference to a fictitious order that has been placed and indicate a specific amount of money that has, or is due to be, deducted from their credit card/bank account. The real purpose of the email is to get recipients to click on a link within the email. This often takes the user to a malicious website that will attempt to load a virus or other malware onto the users PC. Such emails should be deleted immediately – under no circumstances should users click on links within the email.
Operative transfer scam
The business receives a call from a telesales operative who falsely claims to be from a legitimate publisher that the company has used before (contact details are often obtained from genuine publications in which they have previously advertised). If the victim expresses an interest, they are transferred to another person, allegedly in a different department. Victims often agree to place an advert because they believe they are dealing with a publisher they have used before and it is not until an invoice arrives from a publisher they have never heard of that they suspect anything. If attempts are made to contact the publisher concerned, however, they are usually told that the call in which they agreed to place an advert was tape recorded, which the rogue publisher then claims is 'evidence' of a 'verbal contract'. Of course, the conversation with the first operative (during which the victim has been deceived as to with whom he was doing business) is never recorded, only the conversation with the second operative who has actually done the 'selling' - and that person is careful not to mention the name of the company that he represents.
Authorisation scam
An initial call is made to the target business and the operative asks for the details of two people who can authorise an advertisement to be placed. Later, a call is made to one of those people who is asked to authorise an advert that he is led to believe has been provisionally booked by the other person, who is referred to by name to make the story sound genuine. Often, the victim authorises the advert without checking with the other person.
Repeat business scam
The target business is contacted by phone or letter and the victim is asked if he wishes to place an advert in the next edition of a publication which he is falsely informed that the business has advertised in before (the likelihood being that there was no previous edition). In some instances where the approach is by letter, photocopies of adverts taken from publications like Yellow Pages are included to lend an air of authenticity. Many victims authorise the ‘repeat advert' without checking any further.
Credibility scams
In order to give their supposed publication respectability and appeal, many rogue publishers will claim some connection with a worthy cause or charity:
• Charity booklets - Some rogue publishers mislead victims to believe they are registered charities by using names very similar to well-known legitimate charitable organisations. Some do produce booklets and pamphlets on behalf of registered charities. The publisher keeps any revenue that is generated from advertising and may produce some booklets or pamphlets that it gives to the charity concerned to distribute. Some unscrupulous publishers, however, only produce a small amount of these and many of the adverts, for which they have taken payment, never appear in print. Others will claim that part of the revenue generated by their publication will be donated to a specific charity with which they claim affiliation and whose name is used to entice advertisers. Often, however, only a tiny fraction of the money the publisher receives ends up with the charity involved. Many victims agree to place an advert because they feel they are making a substantial contribution to charity, but might not do so if they knew how much was going straight into the pockets of the publishers involved.
• Crime prevention 'yearbooks' - Rogue publishers may claim that these are being produced in conjunction with agencies such as the police when, in fact, they have no involvement at all.
• 'Drug awareness' or 'Youth action' booklets – Rogue publishers often claim that these will be distributed in schools and colleges. The key question is which schools and colleges because, for most small businesses, that form of advertising is only effective if it is done in their local area.
Publishing Scams: Debt collection
Irrespective of which of the above tactics are used, once a victim has received an invoice from a rogue publisher, it is probable that he will be pursued relentlessly for the money. Some victims pay up even though they feel they have been 'conned' because they feel it is simply not worth the time and effort to make a stand. The likelihood is, however, that they will be identified as an 'easy touch' and will be targeted again. The details of businesses that can be relied on to pay up are a valuable commodity that is saved and sold on by the more organised rogue publishing outfits.
Some rogue publishers chase payment through 'debt collection agencies', but these are often owned and run by the publishers themselves, sometimes from the same premises. They are likely to use methods that legitimate agencies would not.