Top Story

e4m_logo.png

Home >> Media – Print >> Article

Not 13 pc, print will grow at 18 pc: Sanjay Gupta, Jagran Group

26-February-2011
Font Size   16
Not 13 pc, print will grow at 18 pc: Sanjay Gupta, Jagran Group

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.)
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...