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Onset of festivities gives print media much to cheer about

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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

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