With the evolution of media models, ABC Chairman Karunesh Bajaj emphasizes the need for unified measurement and increased transparency.

With traditional print media regaining some ground and digital media still advancing, the Audit Bureau of Circulations (ABC) is at a crucial juncture. Karunesh Bajaj, the newly appointed Chairman, is at the helm and tasked with future-proofing an institution that has long been regarded as the gold standard for circulation metrics. In his discussion with Adgully, Karunesh Bajaj delineates his strategy for bolstering trust, adjusting to hybrid consumption patterns, and reestablishing print media’s premium status within the fragmented advertising landscape.The present aim is to strengthen ABC’s status as the gold standard in circulation measurement. With the growing convergence of traditional and digital media, it is crucial for ABC to maintain accuracy, independence, and credibility in its metrics. Work will carry on to improve audit transparency and bolster industry confidence.For a long time, ABC has established the standard for circulation audits.

To remain relevant and up-to-date in the changing media landscape, it is crucial to recognize that advertisers currently evaluate audiences across different platforms. Although print is still our primary focus, we ought to create frameworks that link print verification with additional data sources. These should prioritize metrics that reflect true engagement rather than just impressions or clicks, thus allowing publishers to effectively showcase value in a hybrid environment.Although Print circulation has been our primary concern, we acknowledge the growth of digital. We will investigate how ABC can assist digital measurement without duplicating it, by working together to align with global standards and offering advertisers a consolidated view of audience reach.