exchange4media news service
BPL, the consumer goods major and one of the large advertisers might be blacklisted and banned by the Indian Newspaper Society in the coming days. This will ensure that none of INS’s member would be able to accept print advertisements from BPL.
The INS is considering taking such a drastic step due to BPL’s outstandings to member publications. Sources put the figure of outstanding to Rs. 1.7 crores and further share that this amount is due for the last seven months, since November 2001.
Sources confirmed that BPL was planning to approach publications with a campaign as the World Cup Soccer was around the corner. Though Madison is BPL’s media agency, BPL was directly approaching publications, and in a bid to get thru, may offer advance payments to media.
INS as a guardian of publishers keeps a check on agencies and their clients thru the monthly reporting system (MRV) and alerts the member organizations on possible defaults. However, the existing system of collecting agency and client outstanding data involves physical processes and thus suffers from lack of speed. A quicker digital system with adequate checks and balances can provide INS and members a faster and more exhaustive data to act on.