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The year 2002 has brought about some changes
in the fortunes of the Press industry is something that we
have spoken about in the past newsletters. We have also spoken
of Two-Wheelers becoming the largest spending category in
Print. We have also spoken of certain categories beating a
hasty retreat like say Computer Education.
However, this piece attempts to dig deeper
into Newspapers and Magazines to find out which Sectors/ Product
Categories pumped monies into each.
Its no surprise then that Two Wheelers were
the largest spenders in Newspapers. But wait! Two-wheelers
are nowhere to be found in the Top 5 Categories for Magazines!
Instead, Readymade Garments storms into the first position
when it come to Magazines! All the Color Plus, Van Heusen,
Arrow and Allen Solly ads that we have seen as well as other
Readymade brands ensure that Magazines are different in terms
of its clientele as compared to Newspapers!
The other 2 differences for Magazines are Watches
and Insurance. Watches is no surprise. Lifestyle magazines,
General Interest magazines are full of these ads. Insurance
again, is all over General Interest, Financial and Male skewed
specialist magazines ensuring its entry into the Top 5 for
Magazines.
Now if we were to look at the Top Print Categories
and their relative spends on Newspapers and Magazines, there
is no uniform pattern as shown below:-
As you can see, the Top Press categories
have more monies on Magazines. Interestingly, even the largest
product category on Magazines - Readymade Garments spends
only 26% of its press budgets on Magazines!
One other trend that seems uncanny
is the contribution of the Top categories into Newspapers
& Magazines. Assuming that Newspapers are much more broadbased,
one expects the Top categories to account for much lower for
Newspapers than magazines. For instance, as shown in the chart
below, the Top 10 categories account for 35% of Newspaper
earnings whereas the Top 10 in magazines only constitutes
of 29%. This shows us that the dependence of Newspapers is
vulnerable to certain sectors whereas Magazines turn out to
be much more broadbased and less dependent on a few Top industries/
sectors.
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Newspapers
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Magazines
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Top 5
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23%
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20%
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Next 5
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12%
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9%
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Others
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65%
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71%
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Source
: TAM ADEX
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In the future, we will also try and
look at Advertiser-wise and Brand-wise preferences of Newspapers
and Magazines to see quirks emerge for different sets of entities.
Watch this space for more!
Atul
Phadnis, director, S-Group, TAM Media Research
(All figures used are courtesy TAM ADEX)
Other Related
analysis
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Newspapers
ride on Two-wheelers; Magazines adorn Readymade Garments!
