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ABC decides on refresher course for media planners

11-March-2005
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ABC decides on refresher course for media planners

Audit Bureau of Circulation (ABC) has realised that there is still quite a lot about the print industry that doesn't get due attention in the minds of the custodian of advertisers' money or media planners. To change the situation, the organisation has arranged a seminar on March 16 to bring to light various facets of the body with the media players.

Sharing more on the reason behind the initiative, ABC officials says, “For quite sometime we have been getting feelers that most media planners are depending more on readership, lifestyle and product linkage data than on circulation whilst preparing their media plans. A need was therefore felt that circulation data which is collected on the basis of a very rigorous process of checks and balances should also be used along with readership data. Certified circulation data in any geographics would be a key to fair estimates of RPC (Readers per copy) for various publications."

ABC also intends to familiarize media planners with the certified circulation data put out on the bureau's website. With this it hopes to encourage the media planning fraternity to give due weightage to the importance of certified circulation data while planning advertising campaigns.

The topics which are to be covered in the session include General overview & history of ABC, Bureau’s broad audit guidelines, Rigorous process of circulation audit, Books and records of publisher members which are audited, Utility of ABC data and Circulation and Readership to co-exist.

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