Govt ads in dailies to be given on marking system

The government intends to release advertisements to newspapers based on marks obtained by them on the ability of their professional practices and commitment towards employees’ welfare. The information and broadcasting ministry has framed a new print media advertisement Policy as per which a new “marking system” has been introduced to incentivise newspapers which have better professional standing and who get their certification verified.

According to an official statement issued by the ministry 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 advertisements.

“For the first time the policy introduces a new marking system for newspapers to incentivise newspapers which have better professional standing and get their circulation verified by the 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 to each of them - 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, 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.