According to highly placed sources, Debabrata Mukherjee, Vice President, Coca-Cola India and South West Asia, is all set to be the new Chairman of the Audit Bureau of Circulations (ABC). Till now Mukherjee represented advertisers’ category on the council as the Deputy Chairman of the Bureau. He will replace I Venkat, Director, Eenadu who was unanimously elected as Chairman of Audit Bureau of Circulation last year. This comes close after Ashish Bhasin replaced I Venkat as Chairman of MRUC.
Mukherjee has over two decades of professional experience in a diverse set of roles spanning marketing and sales operations. He has been associated with Coca Cola for almost two decades. Mukherjee joined the company in 1998 and was appointed as Director Marketing Coca Cola India in 2006. He has also had a stint at Coca Cola Korea as Marketing Director from 2007-2011.
It must be mentioned that ABC's membership today includes 562 Dailies, 107 Weeklies and 50 magazines plus 125 Advertising Agencies, 45 Advertisers and 22 New Agencies and Associations connected with print media and advertising. It covers most of the major towns in India. Publishers enroll with ABC as members and voluntarily provide their circulation figures. ABC certifies these figures after conducting a rigorous audit process through over 90 chartered accountants and audit firms empanelled with it. It also carries out surprise visits to the publications’ press and the markets where it sells.
Apart from the publications, ABC also has media agencies, ad agencies, government organisations, advertisers for print and Directorate of Advertising and Visual Publicity of the Government as its members. These agencies use ABC figures to plan their advertising spends and marketing plans as the figures are also available at the granular level of towns and cities in all the states where it has member-publications. ABC also hands out certificates every six months to those publisher members whose circulation figures confirm to the rules and regulations set by it.