ABC revises its norms to expand publisher membership in an RNI-dominated ecosystem

The Audit Bureau of Circulations (ABC), a not-for-profit body that audits print media circulation, has set up a senior-level committee to tackle structural and communication issues believed to be discouraging publishers from becoming ABC members.

The four-member panel, led by Aniruddha Haldar of TVS Motor Co.—who represents advertisers and agencies on ABC’s Council—will compare RNI and ABC guidelines and directly interact with publisher groups to identify challenges and recommend practical solutions.

The bureau convened its board meeting in Kolkata last week, where expanding membership emerged as a key focus area. It was noted that a significant number of publications are registered with the Registrar of Newspapers for India (RNI), under the Ministry of Information and Broadcasting, but have opted not to seek ABC membership.

"While adherence to standards is essential, it should not become a barrier to publisher participation. We’ve recognised a communication gap between ABC and several publishers, and the committee is engaging with them to understand their concerns, review current rules and explore ways to broaden our base," Mohit Jain, newly elected Vice Chairman of ABC and Chief Operating Officer (Publishing) at Bennett Coleman & Co. Ltd., told Pitch.

"Publishers have frequently pointed out that ABC’s compliance norms are more demanding than RNI’s certification requirements," Jain added.

According to government data, RNI has more than 1.44 lakh registered publications, including national and regional dailies and periodicals. Over 21,000 daily newspapers are registered with RNI. In comparison, ABC’s website lists more than 750 publisher members, including 562 dailies, 107 weeklies, and 50 magazines. The latest move signals an effort to balance regulatory discipline with broader industry participation. Jain noted that the timing aligns with renewed optimism in print media, adding, "ABC’s most recent certified data for the Jan–Jun 2025 audit cycle indicates about a 3% rise in daily newspaper circulation over the previous period, pointing to renewed confidence among advertisers and readers."

"It’s not only about strict rules. Some publications have also stayed away from ABC for strategic reasons, particularly to avoid publicly sharing circulation numbers that may have declined after Covid. It will be interesting to see how ABC persuades them to join," said publishers who requested anonymity.

Why do publishers often favour RNI over ABC?
For many publishers, choosing between RNI certification and an ABC audit largely depends on the degree of scrutiny and operational effort required.

Industry observers note that RNI certification is primarily documentation-based. Publications need to submit a prescribed set of documents for approval, with certification largely granted on the basis of these filings. The process does not involve independent checks of circulation-linked financial records such as ad logs, credit notes, or cross-verification of transactions with external agencies.

Nor does it include on-ground inspections of print volumes, newsprint usage, or distribution systems.

In contrast, ABC audits are far more detailed and investigative, publishers say. Before issuing certification, ABC assigns an empanelled audit firm periodically rotated from among India’s top audit networks—which spends weeks at a publication examining ledgers, receipts, invoices, and vouchers across circulation, advertising, and other revenue heads. The audit also includes physical checks, such as surprise inspections at printing facilities, verification of bundled newspapers before dispatch, and reviews of distribution points, newsprint consumption, and logistics records.

The trade-off is evident: while RNI offers a simpler process and quicker certification, ABC delivers advertisers and agencies a much higher degree of assurance about the credibility of circulation figures, albeit requiring publishers to meet far more intensive compliance standards.