Top Story

e4m_logo.png

Home >> Media - TV >> Article

Onset of festivities gives print media much to cheer about

05-September-2014
Font Size   16
Share
Onset of festivities gives print media much to cheer about

It is that time of the year when print publishers keep their fingers crossed for revenues that can make up for the leanest seasons. From Onam to Christmas and even New Year, the festive season brings cheer to advertisers as well, who hope for good ROI and reach. 

Sectors such as real estate, durables, automobiles and telecom are just about started to splurge on innovative and extravagant print ads, such as the Tata Zest and Maruti Suzuki Ciaz campaigns. With the season yet to pick up, we asked industry experts to tell us which of the sectors are likely to emerge the biggest spenders this season. 

Shantanu Bhanja, VP, Marketing, HT Media sounded optimistic about the economy, listing the likely spenders this season as automobile, telecom, real estate and durables. “They are confident, the mood overall is upbeat and the sentiment is positive,” he said, adding FMCG has traditionally not spent much on advertising during festive season. However during Diwali and Dhanteras, gold and other consumer durables are likely to see a spike in ad spends.  

Varghese Chandy, Chief General Manager, Marketing and Advertising Sales, Malayala Manorama said, “Durables and automobile companies do most of their business during the festive season. This is a make or break period for them.” This season, the focus has also been on Tier I and II cities. 

Chandy observed that the ongoing Onam season has already generated more advertising revenues as compared to last year, surpassing the industry's expectations. In fact, advertising has shot by  30 – 40 per cent as compared to regular days, he said.

His enthusiasm is not shared by Shreyams Kumar M V, Director, Marketing, Mathrubhumi, who has written off the Onam spends as “average.”  Kumar has pinned his hopes on the upcoming phase of festivities, when durables and gold are likely to see a spike in sales.  

According to Pitch Madison Media Advertising Outlook Report 2014, the print industry is expected to grow by 17 per cent and is expected to clock a revenue of around Rs 1540.5 crore. With the change in the government, recovery from the economic slowdown  and other factors, have given both publishers and advertisers much to look forward to in the festive season.
 

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...