Chinese Journal Circulation Certification System Is A Preliminary Study

The paper mainly probes the two questions: (1) Should the periodical industry in China construct a system of auditory of circulations? (2) How to construct the system of auditory of circulations in China? With those purposes, the paper discusses the social and economic basis of auditory of circulations with systemically reviewing the origin, development and internationalization of ABC and BPA. An analysis on the definition, significance and characteristics of auditory of circulations is also done with a full perspective on the current index systems and series of regulatory regime both on ABC and BPA (US ABC and BPA International as the two optional samples). Furthermore, the author tries to find out a tentative solution on the issue of the system construction of auditory of periodicals' circulations with the analyses of the current social and economic situations, especially the development of the periodical industry and advertising industry in China at the beginning of 21st century.It has not been a matter of to be or not to be, but a matter of timing and means in China's periodical industry to construct a system of auditory of periodicals' circulations and to establish the corresponding institution, since it has been the general course of development. It is considerable to introduce BPA system and to establish a joint venture institution with BPA International in the near future. Meanwhile, it is necessary to establish China's own ABC organization after certain period of time. Thus, it will be a situation of co-existence and competition of two systems and two institutions of auditory of circulations that is formed in China's media market. Proportionally, Chinese government needs to revise or to promulgate certain regulations to effectively guide the performance of auditory of circulations.