http://www.kuenselonline.com/modules.php?name=News&file=article&sid=14362
Professionalising govt. ad policy Circulation Audit 31 December, 2009 - Circulation auditors from India will soon be in Bhutan to audit the circulation figures and reach of the six newspapers, four radio stations and one television station in the country. Secretary of information and communication ministry, Dasho Kinley Dorji, said that the auditors would not only audit the reach of the newspapers, radio stations and TV, but also examine the print run, sale and distribution figures of newspapers. “This is to streamline the government’s advertising policy and to enable organisations to understand which media reaches which audience before giving an advertisement or announcement in the media,” he said. In many other countries, independent bodies, such as the audit bureau of circulations, audit circulations. This is done to assure advertisers that a given newspaper, for instance, does indeed reach the number of people they claim. He said that the government had limited budget for advertising and could not afford to give the same advertisement in all the media. “Government organisations must plan advertisements and announcements through the year. We have six newspapers and the government can’t afford to give the same advertisement to all papers,” he said, adding that government organisations must behave like professional advertisers, to ensure that the message reaches the audience. Citing an example of a scholarship announcement, Dasho Kinley Dorji said that, if a government official advertises the scholarship in a media that doesn’t reach everyone, which in this case are class 12 students all around the country, the official is then cheating these students of a fair chance. “Media must survive by reaching the people. Advertisements are meant for the citizens and not the media,” he said. “Streamlining government’s advertisement policy would force media to be professional.” After the circulation audit, he said that media would compete for advertisements based on their reach. “Advertising is a highly sophisticated culture and, therefore, government officials have no right to give it as kidu,” he said. “An advertisement is a message from a supplier to a certain section of the people. The right media has to carry that message.” By Phuntsho Choden ------------------------------------ -- INFORMATION OVERLOAD? Get all ZESTMedia mails sent out in a span of 24 hours in a single mail. Subscribe to the daily digest version by sending a blank mail to [email protected], OR, if you have a Yahoo! Id, change your settings at http://groups.yahoo.com/group/ZESTMedia/join/ PARTICIPATE Share media news, discuss journalism issues and network with media professionals across South Asia on this mailing list. Just write to [email protected] TELL FRIENDS TO SIGN UP If you got this mail as a forward, subscribe to ZESTMedia by sending a blank mail to [email protected] OR, if you have a Yahoo! ID, by visiting http://groups.yahoo.com/group/ZESTMedia/join/ Also have a look at our sister list, ZESTCaste: http://groups.yahoo.com/group/ZESTCaste/Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/ZESTMedia/ <*> Your email settings: Individual Email | Traditional <*> To change settings online go to: http://groups.yahoo.com/group/ZESTMedia/join (Yahoo! ID required) <*> To change settings via email: [email protected] [email protected] <*> To unsubscribe from this group, send an email to: [email protected] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
