Top Story

e4m_logo.png

Home >> International >> Article

Print medium share falls to 56 per cent

23-April-2001
Font Size   16
Print medium share falls to 56 per cent

The print medium has continued its fall in calendar 2000 in terms of the volume of advertising. Its share fell 3 per cent to 56 per cent of the Rs 6,500 crore total mass media expenditure. This is due to the sudden mushrooming of new satellite channels over the last few months. Companies which needed to have a Rs 2-3 crore ad budget to advertise on mainstream channels, can now sustain on a shoe-string budget of Rs 50 lakh on regional and niche channels.

Television appears to have become the accepted medium of the day. The options are now far too wide. Last year, dotcoms were mainly spending in print. Now, not only dotcoms but also all client budgets have gone down. So, the fragmented television media actually offers cheaper options.

Last year, the total mass media expenditure stood at Rs 5,750 crore according to an A&M survey (December 2000). Hindustan Lever has shown a marked preference for television. According to the ADEX service of ORG Marg (which calculates on the basis of the media rate cards), the fast moving consumer goods major spent Rs 845.2 crore for 15,4433 ad slots in television against Rs 1.8 crore in print for 3771 inserts last year.

Added to this is the fact that from April 1, newsprint has seen a 15 per cent surcharge which has been absorbed into the rates.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...