Print sector pins hopes on a slow yet affirmative Q3

E-commerce has contributed to steady ad revenues for most print players

e4m by Abid Hasan
Updated: Nov 28, 2014 8:36 AM
Print sector pins hopes on a slow yet affirmative Q3

In a country like India no media mix is complete without Print, which has played an important part in reaching localised audiences since its inception.

The last quarter was cheerful for the print industry and publishers are expecting the same from the current quarter.

On the current quarter, Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar said, “It is one of the best financial quarters so far. We have seen some positive development in the advertising. E-commerce is the biggest advertiser, while real estate and education sectors are about to pick up.”

When asked about the percentage he said this quarter’s numbers will be better than the previous quarter.

Thought it’s a wait and watch game for the print players but all the leading newspapers are keeping their fingers crossed for the next month. The two most prominent reasons are Christmas and New Year, while they are hoping for other sectors such as education and FMCG to pick up the pace for advertising revenues.

One of the senior executives at HT Media pointed out that on the back of festive season this quarter started, the current scenario is a mixed bag and it’s a ‘wait and watch’ situation. E-commerce again is the biggest advertiser while government advertising has been decent so far, said the executive.

On the other hand, Monica Nayyar Patnaik, Managing Editor, Eastern Media, feels there is nothing exciting about this quarter. She said, “We are not seeing much of growth and it’s quite slow in terms of advertising revenues.”

Adding more she said, “Festive season was over in October, though some companies close their accounts by December so we can expect a few ads.”

Patnaik said no particular sector is advertising in a major way but government and retail are doing some amount of advertising.

While ASSOCHAM reported there would be 30 per cent increase during the festive season in ad spends from the brands. It seems post festive season advertisers have become selective in choosing the correct platform to showcase their product.

The situation is not so different in other parts of the country. Regional daily Lokmat is sailing in the same boat. Rishi Darda, Joint Managing Director, Lokmat Media said that the industry experienced strong volumes during festive and election periods.

He said, “The industry did see continued strong volumes emerge post elections and into the lead up to the festival season. As per expectations there has been a slight slowdown post the festival season. Overall the quarter would close with growth levels in line with expectations.”

When asked how this quarter is faring in comparison to the previous one, Darda said, “The October – December quarter with the festival season, traditionally has been a strong one for the industry and we see continued momentum and growth in revenue in line with market trends continuing in this quarter as well. While there would be tough comparatives with last quarter on account of the elections, we still expect to see the industry registering growth in the current quarter as well.”

He also said that FMCG, auto and consumer durables are the strongest sectors but lately they have seen good volumes of advertising coming from e-commerce sector and there is a slight revival in the real estate sector.

While Arun Natesh, Marketing Head, Business Standard feels the quarter is average. He said, “The volume of advertising seems to be increasing and slightly better than previous quarter. E-commerce and IPOs are the lead advertisers in the paper.”

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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