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
Share
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.)
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...