Top Story

e4m_logo.png

Home >> Media – Print >> Article

Revisiting print industry upheavals in South India

03-January-2015
Font Size   16
Share
Revisiting print industry upheavals in South India

The year 2014 though was not the best for all the print players due to various issues such as the wait for the new IRS findings, global downturn, change in government and policy and so on. But, 2015 is expected to be a better one with the implementation of the plans done in the last six months by the new government, new IRS data, e-commerce becoming a larger spender and the upsurge in retail industry, which is expected to spend more in the regional print industry especially in South India.

Another reason of the slowdown of print industry is also due to the speed of change in consumption of media and information. Every other player is trying to hitch readers online and get the maximum traction online. In general, print players feel that digital content will be the way forward but newspapers will still have their relevance for the loyal readers. After all the morning tea without a newspaper in hand is still considered as incomplete.

Print goes Digital

With deeper penetration of the internet and smart phones, print industry’s eyes are on the digital platform. Print industry is making huge strides in strengthening its digital presence. Every player is looking at getting the subscriptions of their online editions a step higher. In fact some of the regional magazines have already got their online subscriptions equal to their offline ones. Digital campaigns have played a major role in increasing online readership for some publications in South India.

Concentration on districts

With the metros and larger cities increasingly witnessing intense competition, marketers, advertisers and publishers are looking for expanding into various districts. Every player is getting more editions out. Also niche special editions are released and have content targeted to specific audience.

Decline in retail and local advertising spends

The general elections were supposed to bring in a positive change in the market. But, ‘acche din’ which promised to bring a revival in the industry and economy have not yet taken off as expected. South India especially Chennai being a retail centric market did not see huge spends even during festive season. Government ads have also decreased this year. National advertisers ruled the roost and helped the print industry sustain. Publications are trying to make for the absence of advertising by increasing cover prices and their circulation numbers.

Increase in banking and insurance ad spends

Major revenues came from the bank, possession and auction notice ads. This segment grew close to 30 per cent over last year. 

New IRS creates fresh hope among publishers

Print industry is expecting a fresh round of numbers. The publishers are expecting the methodology process to be more transparent. For instance, in the last finding Karnataka had only one magazine. Error free data with larger sample size is expected.

Battle between newspapers

TOI vs HT and TOI vs DC had been in the news for quite some time now. Allegations of TOI stealing ads and placing it after in its editions have been made by DC.

Good tidings are yet to be seen. All hopes for the print industry are on 2015.

Tags DC Print Retail

The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by