The Pitch Madison Media Advertising Outlook 2011 expects the print medium to grow at 13 per cent in 2011. However, Sanjay Gupta, CEO, Jagran Group and Editor, Dainik Jagran, has a more bullish view. He said, “I do not agree with the 13 per cent growth projected growth for the print medium, as I believe growth in print will go till 17-18 per cent and I definitely do not see it slowing down.”
While some government policies could impact the growth of print media, Gupta felt that should impact growth coming from the education sector only.
He noted that print today was attracting sectors that were earlier heavy advertisers on only TV. “More and more FMCGs are using print as a medium these days and I see premium brands coming towards print too,” he said. In the print ad pie worth Rs 10,000 crore, FMCGs’ share has gone up from 5.7 per cent in 2008 to 7.4 per cent in 2011.
Gupta was of the view that unlike television ads, advertising in print did not get fragmented. Though he admitted that there was cut-throat pricing going on in print media nowadays, he stressed that it was still the first choice and where the maximum eyeballs came from.
Regarding categories that would fuel growth in print, the Jagran Group CEO felt that retail was still not tapped well. “Local retail has not been captured and the Government too is encouraging this category. Meanwhile, classifieds are a growth driver for multi-edition newspapers like ours and it gives us great flexibility,” he remarked.
Television, he said, was fragmented as far as viewership was considered. Whereas print had an edge over TV as it was a medium of appointment reading. “People might miss TV shows, but they do not miss reading the newspaper every morning,” he noted.
As compared to the West, the print medium certainly has an edge in India. “With literacy levels going up in India, the need to consume print is being felt like never before. You can’t tend to ignore print the way it is being ignored in the West,” Gupta said.
“Once you actually deliver, print is more efficient than TV. In future, print will surpass the growth projection and surpass all expectations,” he affirmed.
Gupta was delivering a special address titled ‘Print Media: Reflections on the recovery & Expectations from the Future’ at a forum organised in Delhi on February 25, 2011 to discuss the findings of the Pitch Madison Media Advertising Outlook 2011. The Pitch Madison Media Advertising Outlook forum was presented by STAR Majha, while i-Next was the co-sponsor.
(Full coverage of the Pitch Madison Media Advertising Outlook forum will be carried on the website on Monday, February 28, 2011.)