The timing could not have been better, what with Mumbai turning into a media battleground with the impending entry of DNA and Hindustan Times. AdEx India, a division of TAM Media Research, has just come out with the first ever Newspaper Revenue Track (NRT), based on a comprehensive study of the various revenue models of newspapers. NRT-1 is the first of the quarterly study for the period July-September 2004.
NRT is being positioned as a major reference point for newspapers, publishing houses, marketing consultants, media analysts, financial experts and even foreign direct investors. NRT allows the user to analyze information sets about newspapers that have never been accessible and covers 400+ newspaper editions.
For NRT, Press AdEx will also track and analyze ‘unmonitored’ revenue sources like newspaper revenues by markets, zones, publications and editions including display advertising, tenders/notices, appointments and classifieds. It also picks up a host of other vital information sets about key newspapers across all their editions like advertising to editorial ratio, cover prices and changes within those, and estimates of newsprint consumption by state/language/zone and so on.
Said Atul Phadnis, VP, TAM Media Research, “For the past 35 years, AdEx India has successfully monitored and estimated ad revenue trends for newspapers. While we will continue doing this, we felt a growing need to monitor the local forms of print advertising like classifieds, appointments, tenders and notices, an area not ventured into by anyone before. NRT not only bridges our gap in understanding this area but also brings into focus different revenue trends that emerge across markets more due to the sheer genius of business practices. In fact, AdEx India has even gone a step forward to calculate the subscription revenues for newspapers, thus completing the full picture.”
Uday Rao, Director, AdEx Operations (Baroda), said, “It is a huge achievement of the AdEx India team. The newspaper industry has already touched a staggering gross revenue of Rs 88.6 billion. There was a growing need to capture the revenue trends and estimates for the ‘unmonitored part’ of revenue streams. To provide a feel of the magnitude, you would find 2,500 tables within the report. For the industry, it’s just another way of helping them take effective media decisions.”
AdEx India monitors advertising on Terrestrial TV stations, Cable & Satellite TV channels, Newspapers and Magazines and the latest addition, Radio, through Radio AdEx. TAM Media Research is a 50:50 JV between Nielsen Media Research and IMRB International.