Circulation figure no longer taboo in press
By Echo Shan (chinadaily.com.cn)
Updated: 2005-12-21 13:54

China's first ever certified checking institution for domestic circulations issued its first report Wednesday, ending the longtime practice of publications counting and reporting circulation figures on their own.

The Guoxin Circulation of Publications Research Center issued to the public its first working report on the Beijing-based "Car Fans Weekly."

Offering a total circulation average of 620,000 per issue from a 25-issue sample base, the report comprehensively presents a package of concerning statistics including newsstand sales, subscription, and free mailing.

The center so far has received more than 100 applications from domestic newspapers and periodicals to check on their circulation.

In line with a standard circulation-checking measure applied in more than 170 countries and regions around the world, the new institution aims to further standardize China's press industry and curb false reports of publications.

In pursuit of fat advertising proceeds and an influential image, quite a number of domestic publications choose to publicize an over-exaggerated circulation figure. As a result, the reporting of publication circulations has become untrustworthy within the field.

A common trick is for a publication to intentionally confuse readers by blurring the line between the printed number of copies and the real circulation - the number of copies that is actually read by people.

The widespread wrongdoings have harmed the publishing industry and hampered the efficient distribution of resources.

Early in April this year the Guoxin Circulation of Publications Research Center was set up in Beijing, serving as a pioneer in China to institute a more scientific and acceptable circulation-counting method.