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A Presentation on Advertisement Policy By

PRESS INFORMATION DEPARTMENT
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SEQUENCE OF PRESENTATION
Aims & Objectives of Centralized Advertisement Policy Centralized Govt. Advertisement Policy Types of Government Advertisements Role of Advertising Agencies Procedure of Payment Central Media List (CML)

Aims & Objectives of the Advertisement Policy

Judicious and transparent disbursement of Government Advertisements to newspapers on equitable basis. Protect and promote the interests of the regional papers. Safeguarding the interest of the Government Departments/Organizations. Uniformity in advertisement rates as per laid down formula.

POLICY AN OVERVIEW

Centralization of all government advertisements in 1950. National Publicity Conference held on 29th & 30th October, 1963.
Setting up of Central Advertising Board-1963.

The Governors Conference held on May 2526,1966 decided:-

The authority to release governments advertisements under the centralization of advertisement scheme will be the Press Information Department, Ministry of I&B. The sponsoring departments/organizations will only specified their target areas the region and the language of the newspapers/periodicals in which 5 the advertisements are required to be published.

Continued -----

All autonomous/semi-autonomous institutions including PIA under the Central Government should release both classified and display advertisements through the Ministry of I&B.

Advertisement subject was assigned to Ministry of Information and Broadcasting through Rules of Business-1964 again and again amended in 1973. Allocation of 25% quota of the advertisements to the regional publications in 1985 by a Presidential order No. . The Cabinet reiterated the Policy in 2003.
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continued----- The requisition is forwarded to PID for publication of advertisements by government departments. The requisition for placement of an advertisement shall invariably contain the following information: Date (s) of publication. Number of insertions and the page position. Target i.e. region/language of media. Certificate of availability of funds to meet the expenditure of advertisement.
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Continued----

The sponsoring departments are not allowed to name the media (newspapers). Even if the media is indicated, the releasing authority is competent to make any changes, keeping in view the targets and budgetary allocation.

ROLE OF ADVERTISING AGENCIES In 1998 Mr. Mushahid Hussain Syed, Federal Minister for I&B decided to release the classified ads also through the advertising agencies. Currently, both classified and display advertisements of the federal government are released through the appointed advertising agencies.

Continued-- Advertising Agencies on the direction of client departments prepare the designs of the advertisements. Approved designs are submitted with PID for final release. PID issues a number against each advertisement for publication.

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SELECTION OF ADVERTISING AGENCIES

For those government departments, which have only classified advertisements and their annual advertisement budget is less than one million, the advertising agencies are appointed by the PID at its own. While with the other departments, advertising agencies are appointed through an open competition.
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CENTRAL MEDIA LIST

Central Media List is a list prepared and maintained by the PID based on certain pre-defined criteria. The federal government advertisements are released only to the newspapers which are borne on CML. Currently, it contains about 1767 publications which are entitled for federal government advertisements. The government and government commercial rates for publications are determined after inclusion in CML. PID intimates all provinces and AJK 12 about the status of a publication.

Continued---- The publications included in central media list are divided in two categories: Metropolitan Regional The rates are categorized as: Pure Government Government Commercial.

The rates are fixed on the basis of ABC Certified circulations.

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TOTAL NUMBER OF PUBLICATIONS ON CML

Region

Dailies

Weeklies

Bi-Weeklies

Fortnight-lies

Monthlies

Bi-Monthlies

Quarterlies

Total

Islamabad

93
383 249

47
156 59

12
24 9

59
102 86

1
2

6
6 -

218
671 406

Punjab

Sindh

KPK

113
133

23
44

11

6
91

142
280

Balochistan

AJK

18 12
1001

2 17
348

56

1 345

13

21 29
1767

GB

Total

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BILLING PROCESS
After publication, the concerned advertising agency submits the bill to PID for verification. The verified bill is presented to the sponsoring department or organization for issuance of sanction. The bill is then submitted to AGPR for payment through PID. On receipt of cheque from AGPR, the payment is made to the newspapers by the advertising agency.

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BILLING PROCESS---- In case of non-AGPR organizations the verified bill is paid directly by the concerned organization to the advertising agency. The delay in making payments to the newspapers is because of the concerned advertising agency. PID in case of failure of payment to the concerned advertising agencies by a government department stops the future releases. Advertising agencies charge 15% from the publications as processing fees against the total claim for an advertisement.
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CHALLANGES
Number of newspapers have risen manifold over the last few years. Financial constraints have affected the advertisement budget of the government departments. Ministries/departments have been devolved to the provinces. Outstanding payment of devolved ministries. APNS demands for lions share for its publications. Regional press is also demanding and opts for sensationalization. 17 Cross media ownership.

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Q & As ARE INVITED:-

Questions and Answers are invited.

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