Japan ABC Day

What Is Japan ABC Day?

October 28th is "Japan ABC Day" (日本のABCの日, Nihon no ABC no Hi). It was established in 1988 by the Japan Audit Bureau of Circulations (日本ABC協会, Japan ABC Association) to commemorate October 28, 1952, when an ABC — an Audit Bureau of Circulations that verifies the circulation of newspapers and magazines — was born in Japan. Here "ABC" does not refer to a broadcaster; it refers to the system by which an independent body checks publishers' circulation figures.

How ABC Came to Japan

The Audit Bureau of Circulations was founded in the United States in 1914, and the concept was introduced to Japan in 1918. At the time, Japanese newspaper circulation figures were not disclosed, but as momentum grew to rationalize advertising transactions, the "ABC Konwakai" (ABC discussion group), the forerunner of today's Japan ABC Association, was launched in 1952. It was renamed the ABC Association in 1955, received approval as an incorporated association in 1958, and has been a general incorporated association since 2011.

Verified Numbers, Not Claimed Numbers

Circulation is a key benchmark for newspaper and magazine advertising rates. If a publisher overstates its circulation, advertisers do not get the results they paid for. The Japan ABC Association therefore audits the circulation figures reported by publishers — including visits to newspaper companies and sales outlets — and publishes the results to its members.

From Newspapers to Free Papers and the Web

ABC audits began with newspapers in 1961 and expanded to magazines in 1965, trade publications in 1976, and free papers in 1981. In recent years the association has also worked with bodies such as the Japan Interactive Advertising Association on the review of websites.

Ways to Mark the Day

• Notice circulation figures: Think about how many people the newspapers and magazines you read actually reach — and the independent checks behind those numbers.
• Visit the Japan ABC Association website: It explains the association's activities and how audits work.
• Ask who verified a number: Online view counts and follower numbers are everywhere; considering where a figure comes from is a useful habit for judging information.