2025: The year that finally played to print’s strengths

After years of navigating digital disruption and changing reader behaviour, India’s print industry found steadier footing in 2025. The year brought a series of overdue developments, including movement on policy issues, return of readership measurement and sustained advertiser participation. Circulation trends, though mixed across markets, held up better than expected. 

Momentum was also visible on the advertising side. Ad space in print publications grew by 3 per cent per publication during January–September 2025 compared to the same period last year, according to TAM AdEx data.

With overdue policy support and the return of credible data systems, print continued to hold its ground firmly within India’s evolving media mix.

A long-pending rate revision finally lands

The Ministry of Information and Broadcasting’s approval of a 26 per cent hike in newspaper advertisement rates marked one of the most significant policy developments for print in recent years. Far from being a sudden concession, the move followed years of representation by publishers flagging rising production, distribution and operational costs.

By formally acknowledging the changing cost structure of newspaper operations, the government aligned its advertising framework with economic realities that had long outpaced official rates. Importantly, the ministry also cited growing competitive pressure from digital media, signalling that print’s economics can no longer be viewed in isolation from the wider advertising ecosystem.

For publishers, especially those with significant public-sector exposure, the revision brought a measure of stability and predictability, reinforcing the sense that policy was finally catching up with industry realities.

The previous revision by the Directorate of Advertising and Visual Publicity came in 2019, when ad rates were raised by 14 per cent, a move widely seen as falling short of industry expectations even then. This latest hike is being viewed as both a correction and a renewed recognition of print’s credibility and reach, even as government communication increasingly shifts to digital platforms.

That said, not everyone is convinced the revision materially alters the economics. An industry stakeholder, speaking on condition of anonymity, noted that while the hike appears positive on paper, it offers limited relief to larger publications. “The DAVP rate is workable mainly for small publications with minimal overheads. For most mainstream or large publishers, it doesn’t even break even. So, while the hike looks good, the framework itself remains deeply unviable,” the executive said.

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Circulation shows resilience even as habits evolve

According to the latest Audit Bureau of Circulations data, daily newspapers recorded steady growth during the January–June 2025 audit period.

Average qualifying sales stood at 29,744,148 copies, compared to 28,941,876 copies in the July–December 2024 period. This increase of over 8 lakh copies, or 2.77 per cent, pointed to a positive underlying trajectory for the sector.

Industry executives say India’s Tier 2 and Tier 3 markets, in particular, are showing signs of recalibration rather than contraction, reflecting shifts in consumption patterns and portfolio rationalisation rather than a loss of reader trust.

Several regional editions reported gains. Amar Ujala’s Karnal edition grew 6.5 per cent to 47,644 copies. Dainik Bhaskar saw modest increases across markets, with Jodhpur up 1.2 per cent to 84,301, Bhopal rising 1.3 per cent to 189,095, Bilaspur increasing 0.6 per cent to 60,199 and Jaipur edging up 0.6 per cent to 464,898.

Hindustan reported growth in key centres as well, with Kanpur rising 6.3 per cent to 123,550 and Patna increasing 5.4 per cent to 305,984.

Southern markets also showed stability. Daily Thanthi’s Madurai edition rose 1.5 per cent to 103,615, while Puducherry grew 1.1 per cent to 22,796. Dinamalar posted a 7 per cent jump in Puducherry to 49,925 and a 4.8 per cent increase in Coimbatore to 129,781.

The data underlined a critical takeaway for the industry: while reading habits are evolving, print remains habit-driven and sticky, especially in regional and business news segments where trust, depth and local relevance continue to matter.

Also read:

ABC: Regional print enters transition phase as Tier-2 & 3 markets reshape reading habits

Daily newspaper circulation rises 3% in Jan–Jun 2025: ABC

IRS revival restores confidence in print measurement

After a six-year hiatus, the Media Research Users Council’s approval of a pilot IRS survey was widely viewed as a confidence-building step for the entire media ecosystem. Under chairman Vikram Sakhuja, MRUCI’s decision to rethink methodology rather than simply revive legacy models reflected a willingness to modernise measurement systems.

Concerns around restricted access, privacy issues and respondent fatigue were openly acknowledged, with the council committing to stronger technology controls, updated protocols and greater transparency.

The IRS, long regarded as the only credible currency for India’s print industry, has remained stalled for five years. While COVID-19 and funding disputes were cited as official reasons, industry insiders believe publisher unease over declining circulation numbers also played a role.

By the end of 2025, print has not merely weathered another year of digital disruption. It has regained momentum on its own terms.

For an industry often written off too early, 2025 reinforced a simple truth: Print’s story in India is not one of decline, but of steady, ongoing adaptation.

Also read

MRUC Board approves IRS pilot survey

IRS pilot to measure media behaviour in both offline & online worlds: Vikram Sakhuja

Advertising growth confirms print’s enduring pull

Advertising data offered the clearest vote of confidence in print’s role during 2025. The education sector emerged as the largest contributor to print ad space, accounting for a 17 per cent share during January–September 2025, strengthening its lead over the previous year.

Auto, personal accessories, food and beverages, and durables recorded notable growth, while telecom products entered the top 10 advertising categories during the same period.

Print continued to attract a broad advertiser base, with over 1.16 lakh advertisers active across January–September 2024 and 2025. More than 1.44 lakh brands were present during January–September 2025 alone, underscoring consistent brand engagement with the medium.

Interestingly, the top 10 brands accounted for just 6 per cent of total ad space, highlighting a highly fragmented and diverse advertiser market.

Among categories, cars saw the highest increase in ad secondages, growing 24 per cent year-on-year, followed by retail jewellers at 18 per cent. FMCG product ranges recorded the highest percentage growth among the top 10 categories, doubling their ad presence during the period.

Far from being a fallback medium, print increasingly emerged as a deliberate choice for advertisers seeking scale, credibility and contextual impact.

Magazines push for tax parity, not protection

For magazine publishers, 2025 sharpened the focus on policy alignment rather than relief. The Association of Indian Magazines’ representation to the GST Council was framed squarely around parity, not exemptions, as publishers increasingly operate across print and digital formats.

AIM highlighted the inconsistency of taxing digital editions at 18 per cent GST while physical magazines and newspapers remain exempt. The association argued that this contradicts India’s long-standing policy of not taxing knowledge and actively discourages digital adoption at a time when readers are steadily moving online. It sought a complete GST exemption on digital editions to bring them at par with print.

The association also flagged disparities in input taxation. While newsprint attracts 5 per cent GST, Light Weight Coated paper, used primarily by magazines, is taxed at 12 per cent despite being an essential publishing input. AIM urged the Council to either exempt LWC paper up to 70 gsm or reduce the rate to 5 per cent.

Similarly, thicker cover paper used for magazines is currently classified as commercial packaging material and taxed at higher rates. AIM has sought either a specific exemption for registered publishers or a reduction to 5 per cent GST, in line with newsprint.

Another key issue was Input Tax Credit. Since circulation revenue is exempt from GST, publishers are allowed only proportionate ITC, even though production costs are indivisible between circulation and advertising. AIM argued this structure unfairly inflates costs and requested full ITC on all inputs regardless of circulation exemptions.

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