'An industry doubt that needs clarity'

I have been observing the industry articles on ABC and IRS. My understanding is that, these are all creating a lot disruption and a lot of dilution and shows the Print Industry in a bad light.  Since, there are many versions that have come out, I will want to write in my thought too with hope that when things get clear my opinion also will be considered in it so that together we are able to get Print its lost glory. 

The malpractice in BARC measurements is still casting doubts on clients and advertising agencies.  The advertising industry stands shaken. I would say the irregularities and the weaknesses in the IRS are similar to a scam that has been happening in the newspaper industry.   

Basically, I have a few doubts that need more clarity:

• Belief in sample surveys as final and not indicative
• Extrapolated beyond being real
• Real numbers over samples

The IRS study has benefitted only the top dailies.  This allows for an unlevel playing field as this allows huge gaps in the industry.  It is like the lions and the hyenas. The large publications are like the lions, get a greater pie of the advertising spends, and the rest are like the hyenas, which are to survive on the remains and thereby pushing most to extinction. Major corrective actions are needed and if not taken now, then print, as an industry will slowly sink to death.

Let me first begin with sample survey. My grouse here is that in Print media, this IRS sample survey, by MRUC is taken all conclusive by the clients an agency.  I want to draw a parallel here.  Look at the exit poll results. The recently concluded results in the 5 States, the result were no way close to the final result.  This is not only in India but also worldwide. They are similar to sample surveys of the IRS.   Mostly, the survey results and the real outcome are rarely similar.  Let’s just agree that such survey results should only be indicative and not to be followed as a rule. 

Moreover, my personal interaction with a few media agency professionals, do not know the sample size of the survey.  I have come across individuals who hold responsible position and in charge of client’s investments in Print media, not knowing the sample size at least in their region. For instance, in my region of Tamil Nadu the sample size is 24433 now marginally increased.  Many do not know if it is individuals or Household.  If this is the state and then the study results alone are considered conclusive, it does affect the industry at large.  Predominantly I feel that most of the decisions are taken on top o mind brand recall by many in the industry. This just shows how deep a publication pocket to market their brand is. This will enable one to get investments at more than a desired price (just my view).  Another, crucial point is most of the industry does not know how many questions are there in the IRS Questionnaire.  Besides, how many questions are there for Print? For everyone’s information only less than 10 questions pertain to Print (I am not very sure). 

When this small sample is extrapolated to a population of 8 crore population, then it completely distorts the figure. This figure is considered conclusive by the agency.

IRS SHOULD ONLY COVER ABC MEMBER PUBLICATION

For a Readership Survey, ABC should be a required parameter.  A publication not in ABC should not be considered for the readership survey.    RNI and CA certifications are not to be considered for readership survey, as these are only certified figures based on documents produced by publications and are not minutely audited like in ABC.   We are in a country where US dollar, stamp paper, court bail orders are faked.  I am sure you will agree that it is not difficult for a few publications to fake their own documents.    

ABC is the foundation in which the Print industry is built. Every other parameter should only try to strengthen the importance and need for ABC.  If Readership is computed with Non-ABC Publication circulation this will only be weakening ABC and I am sure this is not the agenda of MRUC. 

There were also a lot of hearsay, a  few years ago, in Lucknow, the ABC audit Team, during their surprise audit check at 4.00 am on a particular day, caught 6000 to 8000 copies of the same day’s issue of 3 major publications, in the scrap dealer (Radhi shop). ABC could do only one edition as they are not CBI to do searches across and not do all editions simultaneously.  ABC, after considering the report of surprise check team, withheld their circulations figures for that period.  But unfortunately within few days, IRS released their survey quoting these 3 publications amongst the top 10 in the country.   Is it not a mockery to ABC or is it a failure of a sample survey?

For today’s survival of a few big players, some are going all out to flout all the rules and derail the past original rules of ABC so that they can show inflated circulation figures to increase adverting revenues.  If proper ethics are maintained this industry will surely exist and growth will be there for all and not only for a few. 

In my POV, I feel that ABC and IRS should coexist, but surely the deficiencies of IRS should be addressed and it should be taken only as an indicative and not as a only means to go for investment. 

I hope it will fall into the right ears and let us work together to regain Print glory.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com