Print players bullish on festive ad revenues; ecommerce, auto brands to drive growth
The festive season has kickstarted with heavy brand advertising. All the sectors are targeting not only national, but regional newspapers too
Last year started off with print players being bullish about the festive season on back of new government and the slogan ‘Ache Din’, but there wasn’t much excitement in terms of festive season revenues.
This year, however, print players are hoping for some good bucks, especially from the e-commerce, automobile, real estate and jewellery sectors. Signs for an ad-revenue backed festive season have already begun showing. On the first day of the festive season, kicked off by Navratri, TOI is said to have raked in over Rs 12 crore in just four multi-jacket ads.
We asked publishers what their expectations are and how much percentage increase in revenue they expect this season. Excerpts:
Mitrajit Bhattacharya, President and Publisher, Chitralekha said, “It’s quite simple that e-commerce as a category will dominate spends for the season followed by telecom and automobile. The other major categories will show a negligible increase in spends. So media which can garner lion's share from these 3 categories will stand to grow at a fast pace.”
Anant Nath, MD, Delhi Press, feels that festive season is not too exciting, but compared to last year, it’s better. He said, “Don’t see much growth as Diwali is late this year and hope it’ll get better at the end of the month.”
“ecommerce will continue to be the key growth driver but also pointed put magazines don’t get benefit from e-commerce,” he added.
Varghese Chandy, chief General Manager, Marketing, Adverting Sales, at Malayala Manorama, said that festive period began with a good Onam season. As usual mobile phones, textiles, jewellers and consumer durables and electronics did well. Retail off-take was also good.
Over last two days, ecommerce has been all over national dailies. Other sectors such as bikes and Jewellery took the vernacular route to reach out the customers. Hindi newspaper like Dainik Jagran, Dainik Bhaskar, Hindustan, too, are getting full page advertisement from last few days.
K K Goenka, MD, Prabhat Khabar said, “This season is average and ecommerce don’t spend money in this part of the country. If the market will revive then the automobile, real estate and consumer durables will bring some good increase in revenue for this festive season.”
Monica Nayyar Patnaik, Managing Director, Eastern Media, said, “Compared to last year, it’s looking fine as of now. It’s good to see how the ecommerce guys really picking up, all of them—Amazon, Flipkart, Snapdeal, are in a rush, taking front and back covers. Apart from that automobile, consumer durables are doing well, it’ll remain for some time.”
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