INS President Vivek Gupta says publishers should not be treated differently from other industries passing on inflationary costs
Audit Bureau of Circulations (ABC)
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INS defends 15% ad surcharge, calls it a ‘temporary measure’ amid rising costs
How advertisers are making up for the absence of IRS
Advertisers have quietly rebuilt their print planning playbook—combining ABC circulation data, proprietary market intelligence, consumer insights and...
AI Insights
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Adaptation to Market Changes. Advertisers are adjusting their print planning strategies by utilizing ABC circulation data alongside proprietary market intelligence and consumer insights, highlighting the importance of ABC's data in the current market landscape.
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Ad Surcharge Defense. The INS has defended a 15% ad surcharge as a necessary temporary measure to cope with rising costs, indicating a shift in how advertising costs are managed in the industry.
FAQs
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ABC is responsible for auditing and verifying the circulation figures of print media in India, ensuring transparency and credibility in the advertising market.
The 15% ad surcharge is a temporary measure proposed by the INS to address rising costs faced by publishers, similar to other industries passing on inflationary costs.
Advertisers are combining ABC circulation data with proprietary market intelligence and consumer insights to enhance their print planning strategies.
The absence of IRS data has led advertisers to rely more heavily on ABC circulation data and other metrics to inform their advertising strategies.
No, the INS has described the 15% ad surcharge as a temporary measure amid rising costs.
AI-assisted summary, reviewed by our newsroom
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The Audit Bureau of Circulations (ABC) has been actively involved in discussions regarding the impact of rising costs on the advertising industry, with the INS defending a temporary 15% ad surcharge. Advertisers are adapting their strategies by integrating ABC circulation data with other market intelligence to optimize print planning in the absence of IRS data.
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Vivek Gupta
President of INS