The Indian Newspaper Society (INS) reported an 11% rise in ad revenues for its member publications in 2023, reaching ₹16,472.40 crore, up from ₹14,892.34 crore in 2022. Despite growing competition from digital platforms, this shows that print media is still important for advertisers.
INS represents 786 newspapers in 19 languages. According to its FY24 annual report, accredited advertising agencies were the largest contributors, with ad revenues of ₹7,993.35 crore, a 3.75% increase from 2022. Non-accredited agencies added ₹2,782.37 crore, a 6.54% rise, while direct ad revenues saw a 14% boost, reaching ₹2,835.39 crore.
Government ads also surged, with state government ads growing 54.32% to ₹1,821.14 crore, and tender ads increasing by 16% to ₹634.89 crore. Bureau of Outreach and Communication ads (formerly DAVP) rose by 29.31% to ₹161.39 crore.
Print innovations, like special ad formats and creative techniques, are keeping advertisers interested, especially in sectors like auto, real estate, retail, and FMCG. Experts expect print ad spending to hit ₹5,000 crore during the upcoming festive season.
Sivakumar Sundaram of Bennett Coleman and Company said print remains impactful because of its affordability, home delivery, and strong morning presence for millions of readers. Sam Balsara of Madison World highlighted that print still plays a big role for product launches and regional advertisers.
Looking ahead, print ad revenues are projected to grow by 7% in 2024, reaching ₹20,613 crore, according to the Pitch Madison Advertising Report 2024.
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