The print media scene is becoming as fast-paced as a Hollywood potboiler with newspapers not only facing stiff intra medi.competition but also having t.compete with the electronic media as well. From one satellite channel in 1991, there are over 75 channels now beaming an array of
programmes and the number of news channels is increasing everyday.
The potential of the English newspaper market in India is mind-boggling. A national readership survey showed that between 2003-05, over 21 million new readers joined the 179 million Indians who read a paper every day a rise of 14 per cent. English newspaper dailies accounted for more than half of this augment. The reasons for the boom are growing literacy and higher levels of disposable income. Literacy has improved by about 20 per cent over the past few years and Indians are hungry for information. If you were to group India's 5000 newspapers by size, editors in the West would die of envy. There are a dozen giant Indian English newspapers that sell more than a million copies each. That means .combined circulation of 16-17 million.
The advertising pie in India expanded rapidly in the wake of the economic liberalization policies embarked upon by the country in the early 1990s. Advertising revenues are good. India's average growth rate of about 7 per cent over the past decade has meant an explosion in consumer spending. This, in turn, has triggered huge increases in the advertising budgets of the private sector. The print medium is still the dominant medium for advertising with 52.7 per cent of the total ad-spend of Rs. 9,500 crore in 2002 while television's share was 38.7 per cent.
Print ads have their own advantages over other modes of advertising and marketing. Not only do they cost less but they have a better recall value as well given that we are more prone to remember things that we read about rather than see or hear. It is stil.common practice in most Indian households to reach out for the daily newspaper with the morning cuppa rather than switching on the television. In creating a brand and sustaining that brand image for years, newspapers themselves can re-write branding history. They are able to carry over this accumulated experience to the products advertised in the print media thus helping to create long-lasting value for the different brands whose advertisements they print. For other related information an details allow
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