Newspaper rating to decide govt ad volume

The Information and Broadcasting ministry has framed a new print media advertisement policy according to which a new “marking system” has been introduced to incentivise newspapers which have better professional standing and get their certification verified.

According to an official statement released on Friday, the new print media advertisement policy for Directorate of Advertising and Visual Publicity (DAVP) aims to promote transparency and accountability in issuing of ads.

“For the first time the policy introduces a new marking system for newspapers to incentivise newspapers who have better professional standing and get their circulation verified by Audit Bureau of Circulations (ABC) or Registrar of Newspapers for India (RNI),” the statement said. This will also ensure transparency and accountability in the release of advertisements by DAVP, it added.

The marking system is based on six objective criteria with different marks each of them. These include — circulation certified by ABC/RNI (25 marks), EPF subscription for employees (20 marks), number of pages (20 marks), subscription to wire services of UNI/PTI/Hindustan Samachar (15 marks), own printing press (10 marks), annual subscription payment to PCI (10 marks).

Advertisements shall be released by DAVP to newspapers based on marks obtained by each newspaper, the statement said.

The policy framework includes circulation verification for empanelment of newspapers and journals with DAVP.

The procedure involves certification by RNI or ABC if circulation exceeds 45,000 copies per publishing day, and for circulation up to 45,000 copies per publishing day certificate from Cost or Chartered Accountant, Statutory Auditor Certificate or ABC is mandated, the statement said.

The policy states that RNI circulation certificate shall be valid for a period of two years from the date of issue and in case of ABC, the current certificate shall be used for circulation certificate.

Director General of DAVP reserves the right to have figures of circulation checked through RNI or its representative.

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