Top Story


Home >> Media - Others >> Article

ABC decides on refresher course for media planners

Font Size   16
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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking