Short Note on Audit Bureau of Circulation (ABC)

Audit Bureau of Circulations (ABC) is one of the several organisations of the same name operating in different parts of world. ABC founded in 1948 is a not-for-profit, voluntary organisation consisting of publishers, advertisers and advertising agencies as members. The main function of ABC is to evolve, lay down a standard and uniform audit procedure by which a member publisher shall compute its Qualifying copies. The circulation figure so arrived at is checked and verified by a firm of chartered accountants which are empanelled by the Bureau. The Bureau issues ABC certificates every six months to those publisher members whose circulation figures confirm to the rules and regulations as set out by the Bureau.

ABC’s membership today includes 562 Dailies, 107 Weeklies and 50 magazines plus 125 Advertising Agencies, 45 Advertisers & 22 New Agencies and Associations connected with print media and advertising. It covers most of the major towns in India. Circulation figures that are checked and certified by an independent body are an important tool and critical to the advertising business community.

Bureau’s Council of Management functions as the Board of Directors which the main policy is making body. Council members meet frequently at least once in two months. ABC comprises of

  • 8 elected representatives of Publisher members
  • 4 elected representatives of Advertising Agency members
  • 4 elected representatives of Advertiser members The position of Chairman of the Council of

Management rotates every year between the senior most publisher member and senior most non publisher member on the Council (Advertising Agency and Advertiser). Chairman is elected by the Council of Management every year. The Bureau (ABC) certifies circulation figures of member publications every six months i.e. for the audit periods January to June and July to December. The Audits of circulation figures are carried out by empanelled firms of Chartered Accountants as per the prescribed Bureau’s audit guidelines and procedures. Bureau also has a separate panel of Bureau auditors to undertake surprise checks and surprise recheck audits as deemed essential by the Bureau. The certified circulation data is primarily used for media planning purpose by various media agencies, print media advertisers and government publicity departments.

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