Indian Print Industry: Future Perfect
Advertisers the world over are taking the online route to reach audiences like never before. In the process, they are faced with the choice and the challenge of reaching the right audiences, as against the ‘broad’ spread of the past. Even as online advertising booms, many a print publication in India has realised the ground realities - perhaps with indications from the international markets - and marry its content through the web, mobile and other vehicles to ensure monetisation through advertising, and access-revenues.
Advertisers the world over are taking the online route to reach audiences like never before. In the process, they are faced with the choice and the challenge of reaching the right audiences, as against the ‘broad’ spread of the past. Even as online advertising booms, many a print publication in India has realised the ground realities - perhaps with indications from the international markets - and marry its content through the web, mobile and other vehicles to ensure monetisation through advertising, and access-revenues.
The awakening is true for not just the English publications in India, but the vernacular as well. Demand for content from India from abroad is another contributing factor to the growth. While remaining tuned to the challenges of the present and the future, print continues to remain, in the Indian market, the largest advertising medium in terms of revenues.
According to AdEx (a division of TAM Media Research) data, the print media had a phenomenal run in 2005, bettering its own growth the year before. Going by the findings, even as the advertising spend on all media segments grew from Rs 11,600 crore in calendar year 2004 to Rs 13,200 crore in 2005, print’s share of this pie grew the fastest, at 16.1 per cent. The print-killer as it was once feared to be, television, grew by 11.4 per cent. In absolute revenue terms (through advertising) too, print remains the largest (48 per cent), but players have recognised the inherent challenges of competing for audiences in a multimedia age.
The potential for print as a business in India is underlined by foreign interest in investment. This is reflected by foreign titles and joint ventures, the numbers of which can only grow in 2006 and beyond. Following a more open set of regulations, Financial Times picked up close to 14 per cent stake in Business Standard in 2004. After the government allowed foreign publications entry, the IHT now sells its international edition in India.
In the case of print, the advertising revenue component, at 56 per cent, continues to remain higher than the subscription revenue share. Classified advertising’s share of the total dropped marginally in 2005, but the overall growth in ad revenues was not just sustained, but bettered. The Indian print industry perhaps does not have to be as wary as its international counterparts of the ‘Craiglist’ factor.
Let us look at the Singapore market: The Straits Times reports from a Nielsen Media Research report that while advertising spends in the country fell by 8.3 per cent in 2005, newspapers grabbed a larger share of the pie, retaining their status as the preferred medium for advertisers. Television and radio were found to be the two biggest losers. While that may not be an accurate prediction of things to come in India, it validates opinion that fragmentation may not affect a mature medium like print to the extent to which it affects a relatively newer (in its present form) medium like television.
Speaking at a World Association of Newspapers forum in Beijing in September 2004, G K Oreily, COO, Independent News and Media PLC, contended, “As the market - and particularly as TV - audiences fragment, the relative worth of newspapers is enhanced dramatically as advertisers look for a medium that can guarantee a large reach and reliable demographics....” He substantiated with the example of the US market, where research findings showed that in 1985, the average household received 19 channels and watched 11, while in 2004, it received 89 and watched only 15.
According to the PWC-FICCI study, which will launched on the opening day of the FICCI Frames 2006, the print media in India is projected to grow at 12 per cent (compounded annual) to Rs 19,500 crore in 2010 from the present Rs 10,900 crore. But this growth rate will be the second slowest among the various media segments, next only to the piracy-stricken music industry, says the report.
The same report puts the growth of the Internet at close to escape velocity, and this is one of the areas where print has begun marrying its content into. The need to innovate is being felt across the world, and Indian print players are waking up to the challenges from their clan, and other media streams, even while the going is good. Redesigns and new formats are just some of the routes being explored, to remain relevant to a rapidly changing demographic flaunting its command over technology.
Attempts at consolidation and establishing a larger geographic presence, and in some cases a national presence, have challenged established players into innovation at an arguably faster pace. Notably, three new launches in Mumbai, and one in Chennai, have stirred the market. The opportunity of cross media consolidation has seen large television networks - both national and regional - entering the print fray.
Increasing cost of newsprint and the compulsion to stick to the cover price, or even reduce to penetrate a new market, have left the medium overly dependent on advertising revenues. The Internet and the mobile present the new face of opportunities for the print media, to increase revenues, and reach more audiences. The brunt of the multimedia explosion will take some time to have an effect on the future of print, as a business.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp