In the name of transparency and sweeping out the corruption prevalent in DAVP and in Newspapers, now the Government is imposing its new whims on Print Media. Now the Government has made it mandatory to fill the Readership Profile. Publishers who are on the DAVP panel are bound to fill the readership profile. Publishers are confused with this action. It is obvious because of witnessing the violation and deviation of rules in the new advertisement Policy 2016 from time to time. For example publications with the circulation above 45 thousand were liable to fulfill the marking system. But now the publications with the circulation above 25 thousand are bound to complete the formality for the marking system.
Now in its new strategy DAVP is asking readership profiles of the newspapers. It may prove good for regional media but on the terms that it should be implemented with pure intention.
So it is very important for the newspaper owner to know what the readership profile is and why it is necessary to fill. Actually by this tool the government wants to categorize the newspapers for the publicity of its policies.
Through the help of a readership profile the government will choose the newspaper for its interest to promote its policies in that particular field. Government is asking your readership details like how many readers you have in rural and urban areas, how many female and male readers, how many young and adolescent, etc. After collecting this profile DAVP will feed this data in that software and software will choose the publication on profile formula. Suppose the government wants to spread any message in rural areas, then software will automatically choose the publications that have shown their more readership in rural areas.
So Lead India Publishers Association (LIPA) advises its members must fill this form chery and cautiously . Last date of filling it is 15th april .
Read 569 times Last modified on Saturday, 14 April 2018 14:37
