Sam Balsara’s big plans for ABC

27 Sep,2011

By A Correspondent

The Audit Bureau of Circulation (ABC) Council of Management for 2011-12 has been announced, and as expected Chairman and Managing Director of Madison World, Mr Sam Balsara, who was the bureau’s deputy chairman in the previous year, has been entrusted with the chairman’s responsibility.

In a brief conversation with MXM India on his key focus area as the Chairman of the Bureau, Mr Balsara elucidated, “I would have a two-pronged focus. One, to convince the media planners, who do not realize circulation data’s value, about its significance. The second focus area is to make the Audit Bureau of Circulation a more valued body in the eyes of the Government and a few others.”

There have been a few instances where publications have exactly not been delighted about the ABC rules. Would Mr Balsara also look at softening the rules? He responds with a strong No, adding, “Any audit organisation needs to have strict rules. If the rules are not stringent, and do not need to be followed – it is better not to have them at all. In the five years or so, ABC audit has had no, or very minimal, intervention in the publishers’ marketing plans.”

As for the readership survey and the ABC working more closely now, considering that there would be only one readership survey, Mr Balsara says, “That will happen automatically, considering that 10 members of RSCI would be from ABC.

Mr T Venkattram Reddy of Deccan Chronicle Holdings Ltd has been elected as the Deputy Chairman of the Bureau for the year, while Mr Shashidhar Sinha, Universal McCann Erickson (India) Pvt Ltd has been elected as Honorary Secretary and Madhukar Kamath, Mudra Communications Pvt Ltd is Honorary Treasurer.

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