Union Government announces new Print Media Advertisement policy

In Indian Affairs
June 14, 2016

Ministry of Information & Broadcasting has framed a New Print Media Advertisement Policy for Directorate of Advertising & Visual Publicity (DAVP). The key objective of the policy is to promote transparency and accountability in issuing of advertisements in print media. It also focuses on streamlining release of Government advertisements and to also promote equity and fairness among various categories of newspapers/periodicals.

The key highlights of the policy are as follows:

For the first time the policy introduces a New Marking System for newspapers to incentivize Newspapers who have better professional standing and get their circulation verified by Audit Bureau of Circulations (ABC) or Registrar of Newspapers for India (RNI).
The policy framework includes circulation verification Procedure for empanelment of Newspapers/Journals with DAVP. The procedure involves certification by RNI/ABC if circulation exceeds 45,000 copies per publishing day; for circulation upto 45,000 copies per publishing day certificate from Cost/Chartered accou-ntant/ Statutory Auditor Certificate/ ABC is mandated.
For payment and adjustment of bills, the policy framework mandates that DAVP will release payment of advertisement bills in the name of newspaper/company account directly through ECS or NEFT.
The policy also incentivize big category newspapers which are willing to publish the advertisements of Educational Institutions at DAVP rates by giving additional business of 50% in volume terms as compared to those which are not willing to accept.
To promote equity based regional outreach, the policy emphasizes that the budget for all India release of advertisements shall be divided among states based on total circulation of newspapers in each State /Language.
The policy directs all clients of DAVP to issue Letter of Authority/Cheque/DD/NEFT/RTGS up to 80 % of the actual expenditure in the previous year within the first month of the new financial year and clear all the remaining payments before February 28th of the financial year.