Introduction advertising unit Structure

8. Benefit to Research Organisations :
Media research enables 
the research Organisation such as Indian Marketing Research 
Bureau (IMRB), the Operations Research Group (ORG) and others 
to keep their activities moving in the right direction. 
6.3 AUDIT BUREAU OF CIRCULATION (ABC)
Audit Bureau of Circulation is research agency operating in 
India for more than 44 years, which for a fee does circulate 
assessment for newspaper and magazines. Media Research 
agencies are specialised agencies which collect information about 
various advertising media (Operations, circulations, popularity, cost 
etc.) and supply necessary information to their clients. ABC is one 
of such agencies operating in India. Initiative for establishing ABC 
was taken by people from advertising profession. As a result of 
their efforts, the ABC was established in 1948 as a voluntary, self 
regulatory, co-operative association of advertiser and publisher. 
The ABC is incorporated in 1948 as a non-profit making 
organisation with liability limited by guarantee. The management of 
ABC is by a council of management. Equal representation is given 
to nominees of publishers on the one hand and to advertisers and 
advertising agencies on the other hand. ABC is a co-operative 
agency or an association of advertisers, advertising agencies and 
publishers of periodicals and disseminates information about 
newspapers and periodicals. For this, each publication supplies 
periodical information to this Bureau. 
All important publications are the member of this Bureau and 
nearly every daily, newspaper circulation is audited by ABC. Only 
those publishers where publications are paid by the readers can 
become the member of ABC. These publications, which are 
distributed on free basis, cannot become the members of this 
Bureau. ABC charges a fee and every six months it provides its 
members with Audited Circulation Certificate in respect of important 
newspapers and periodicals published in the country. 

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