Top Story

Home >> Media–Print >> Article

Print players hoping for good revenue hike from political advtg

31-March-2014
Font Size   16
Print players hoping for good revenue hike from political advtg

Political advertisements and print players go hand in hand during the election season. With print media having a greater reach in the country than TV and radio, political parties have been betting more on this media platform.

Given the intense interest in the Lok Sabha elections 2014, print players – be it regional or national, local or hyper local – are going all out to cover the elections through a series of special pages, columns and supplements.

exchange4media spoke to some leading news publishers to gauge the advertising sentiments as well as the kind of revenue increase that they are eyeing during this period.

Talking to exchange4media, Arunabh Das Sharma, President, BCCL remarked, “I don't think the elections will do anything to the overall sentiments; only once a stable government comes in power will the sentiments improve.”

When asked about the revenue expectations, Das Sharma replied, “As regards English print media, I am not expecting any significant uplift due to the elections. There will definitely be some activities, but not that significant.”

Along similar lines, DD Purkayastha, Managing Director and CEO, ABP said, “The advertising sentiment is completely dependent on a stable Central Government. If it happens, there will be substantial growth in advertising.”

In terms of revenue, Purkayastha, said, “Advertisement spends are generally less during elections. But Political party ads would compensate for the loss.” ABP offers English and Bengali newspapers and has got a stronghold in the Eastern part of the country.

Media owners are aware that budget allocated for media spends will be divided among TV, radio, print, OOH and digital, and have seen campaigns flow to them. Overall, the industry is looking to benefit from the advertising spends of the major political formations.

Arun Natesh, Marketing Head, Business Standard noted, “Government spending monies come down with the announcement of the elections. There will be an overall increase in revenues after compensating for the loss from government spends. But not all of print gets to benefit from this hike.”

Sharing the business publications point of view, he said, “Business publications don't attract political advertising revenues and we don’t see any benefit. What would help is a turnaround in sentiment based on a robust growth in the economy.”

Meanwhile, the big political parties are not focusing only on national newspapers as they are aware of the fact that India lies in smaller cities, and one needs to talk to them in their own language. Hence, the focus on the regional dailies as well.

According to Mandir Tendolkar, Vice President, Marketing, Lokmat, “Elections give media something to track and talk about. I have observed that newspaper readership does increase. Minute details, analysis and expert opinions can only be published in detail in the newspapers, thus brands will ride and leverage this spike by being present on print media.”
 

Tags Political Advertising DD Purkayastha Arunabh Das Sharma Arun Natesh Mandir Tendolkar ABP The Times of India

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity