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Q: In Mumbai, the Free Press Journal claims it’s the only English paper whose circulation has been ABC-certified? What does this speak for other English papers and the ABC?
A: The ABC certification certainly adds to the credibility of the publication in terms of actual copies being subscribed by the readers. Unfortunately, advertisers/ media planners and buyers go by reach in terms of readership. So while ABC confirms penetration of copies in the household, it doesn’t reveal the quality of the reach which is sine qua non for any media planning and buying process and of course with the complementarity of OTS, the circle of media optimisation is achieved.