Print players have nothing to write home about the festive season revenues

Despite the entry of e-commerce players and the projected ad spends by ASSOCHAM, print publications say business was good, not great

e4m by Abid Hasan
Updated: Oct 31, 2014 8:22 AM
Print players have nothing to write home about the festive season revenues

Nothing changes, nothing remains the same… at least this festive season for print players who were expecting exceptional advertising revenues. Despite the fact that ASSOCHAM had predicted a 30 per cent increase in corporate ad spends and the ‘acche din’ factor, stakeholders have told exchange4media that while the season that peaked with Diwali, was nothing to write home about, it was not bad either.

Monica Nayyar Patnaik, Managing Director, Eastern Media, said, “Compared to last year nothing has changed. We carried as much advertisement that we did last year. But yes, there were some new players.” Patnaik attributed this unremarkable season to the longish gap between Durga Puja and Diwali this year, among other things.

Electronics, automobiles, telecom and FMCG were the sectors that advertised extensively, besides e-commerce players with an average increase of five per cent in advertising. Amazon, Flipkart, Snapdeal and Junglee, picked up prime advertising real estate in all print publications, dominated leading national dailies.

The sentiments in the Real Estate sector were not as positive and they key players did not spend as much as expected this season, remarked some publishers. Besides, spends this year have been spread over all the major platforms such as TV, Print, Radio and OOH. Also, there were fewer new entrants compared to last year.

Suresh Srinivasan, Senior VP, The Hindu said, advertising revenues were nothing different from last year. Talking about how the spends picked up during Onam and have continued, “We didn’t set a benchmark but we anticipated this increase.”

For Malayala Manorama, it was a decent festive season that peaked with Onam. Varghese Chandy, Senior General Manager, Malayala Manorama is of the opinion, marketers did not spend as much as was expected. “Most of the electronic goods companies said there was no positive growth, because business did not click. Onam co-incided with the football World Cup and spends were divided,” he said, adding how marketers who spent 60 per cent during Onam are now spreading it through the year. 

While jewellery, telecom, home appliances were the sectors that advertised at the fullest while e-commerce was very niche due to some logistics issue in South.

K K Goenka, MD, Prabhat Khabar too felt business was average, but better than last year. “In the backdrop of elections getting postponed, we didn’t expect much. We have seen around 10 per cent of increase in this period and automobile emerged as the biggest sector to advertise.”

Even though Diwali is over, advertisers are expected to spend during Christmas and New Year and print players may just get another reason to celebrate.

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