The Hindu Business Line : ABC to interact with media planners on March 16

EVER wondered why some ads are published only in one publication and not in others? The answer is that it is a particular group of professionals in the advertising fraternity that makes a call on which ad goes where and when.

Their decision on where to advertise is based on various parameters, of which occupying the pride of place is how much a publication sells. For the print medium, circulation figures of publications put out by the Audit Bureau of Circulations (ABC) are of paramount importance.

As the Rs 13,500-crore Indian advertising industry with an annual growth rate of around 20 per cent, looks at a combination of considerations to fall back upon while planning media buying, ABC has decided it is time they are prioritised.

The ABC will interface directly with media planners in Mumbai on March 16. The interaction will focus on communicating to the media planners about the rigorous processes that ABC has put in place to ensure a watertight system before the circulation figures are certified and confirmed.

It is also planning to familiarise them with the certified circulation data put out on the bureau's Web site. Thereby, ABC hopes to encourage the media planning fraternity to give due weightage to the importance of certified circulation data while planning the advertising campaigns.

The evening programme would be held here at Hotel Taj Land's End and those who wish to register can do so at abcindia@vsnl.com or call 022-22611812.

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