Will press grow in this last quarter in 2002 [Oct-Dec]? Or will the trends be contrary to expectations due to the overall slow-down? These are the questions in everyone's minds right now. And most sales and marketing professionals at Publication houses are keeping their fingers crossed till they turn white hoping that the festive season brings in some relief! Well, to understand the festive advertising spurt better, lets look at some quarterwise trends in print display advertising across the last few years.
The approach is very simple… and that is to plot the average increase that happens during festive season as compared to the first quarter. So in this entire article, all the numbers for Quarter 1 (Jan-Mar) are indexed to 100. For instance, any number in the other quarters lesser than 100 indicates a drop in revenues compared to Q1 and any number higher than 100 indicates an increase in revenues.