ABC: Audit Bureau of circulation

In the world of media and advertising, transparency and trust are crucial. Advertisers want to make sure their messages reach the right audience, and publishers want to prove their credibility. A newspaper's circulation is the number of copies it distributes on an average day. Circulation is one of the principal factors used to set advertising rates. This is where the Audit Bureau of Circulations (ABC) comes into play.
Audit Bureau of Circulation

What is ABC?

ABC, short for the Audit Bureau of Circulations, is like the referee of the media world. It’s a not-for-profit organization founded in 1948 that helps publishers, advertisers, and advertising agencies ensure the accuracy of circulation figures for publications, including newspapers, magazines, and digital media. ABC’s main job is to verify and certify how many copies of a publication are actually sold or distributed. This information is gold for advertisers. They want to know where to put their ads to reach the most potential customers. ABC helps them make informed decisions.

Chairman

Srinivasan K Swamy

Daily Newspapers ( amongst member publications)

Weekly Newspapers ( amongst member publications)

Magazines ( amongst member publications)

Images source: auditbureau.org

How Does It Work?

  • Council of Management: ABC is run by a Council of Management, which acts like a board of directors. They meet regularly to make important decisions.
  • Membership: Publishers, advertising agencies, and advertisers are all members of ABC. They elect representatives to the Council of Management.
  • Council Members: The Council of Management includes:
    • 8 representatives elected by publisher members
    • 4 representatives elected by advertising agency members
    • 4 representatives elected by advertiser members
  • Certification: ABC checks circulation numbers twice a year, and they use independent chartered accountants to verify the figures. This ensures that the numbers are accurate and reliable.
  • Surprise Audits: ABC also conducts surprise audits to make sure everyone is playing by the rules.

Benefits for Publishers and Advertisers:

  • Trust and Revenue for publishers: When a publisher’s circulation figures are certified by ABC, it’s like a seal of approval. Advertisers trust these figures, which can boost a publisher’s ad revenue and reputation.
  • Informed Decisions for Advertisers:: Advertisers can use ABC-certified data to decide where to place their ads, knowing they’ll reach the right audience.

ABC simplifies a complex world for advertisers and publishers. It makes sure everyone is on the same page with accurate circulation data. This transparency builds trust and helps both sides of the advertising equation succeed. So, the next time you see an ad in a newspaper or magazine, remember that ABC played a role in making sure it got there, reaching the audience it was intended for.

Related PYQ Questions

Q. Identify the correct order of the following newspapers circulationwise, as per ABC (2014) figures : (UGC-NET Dec 2015 Mass Communication)

Q. The sequence of language wise circulation of newspapers, as per ABC report of (Jan – June 2016) is : (UGC-NET 2017 NOV Mass Communication)

Q. The ABC’s(India) digital measurement service is supported by : (UGC-NET 2017 NOV Mass Communication)

Q. The circulation of the newspapers and periodicals are calculated by the A.B.C. on the basis of (UGC-NET June 2011 Mass Communication)

Q. In which language the newspapers have highest circulation? (UGC-NET 2011 Dec Mass Communication)

Q. Which body was instrumental in establishing Audit Bureau of circulation? (Daily Mass Communication Quiz)

Q. Which single edition daily has the largest circulation in India ? (UGC-NET 2005 Dec Mass Communication)

Q. Assertion (A) : The ratio between circulation and readership of newspapers is not a constant factor. (UGC-NET 2006 June Mass Communication)

Q. Identify the correct sequence of following magazines in terms of their circulation (UGC-NET 2012 June Mass Communication)

Q. The print media in India are registering increase in circulation unlike the developed countries. (UGC-NET 2012 June Mass Communication)

Q. Which is the correct order of the following newspaper houses in India in terms of circulation and revenue? (UGC-NET 2012 Dec Mass Communication)

Q. Assertion (A): The Union Government can exercise limited control over the volume of circulation of Indian newspapers. (UGC-NET 2013 June Mass Communication)

Q. The most authentic and dependable circulation figures of newspapers are published by (UGC-NET Exam 2016 Sept Mass Communication)

Q. Assertion (A): The prices of magazines in India are beyond the reach of common man, their circulation is declining. (UGC-NET 2014 Dec Mass Communication)

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