The Indian print media it seems is hurtling down an uncertain road, riddled with potholes and barriers in its attempt keep with rapidly changing media habits of the great Indian middle class. The print media does not only have to jostle with stiff intra competition but rise up to the challenges posed by the external nemeses as well. These challenges are mainly coming from the electronic media. From a single T.V channel in 1991 there are currently over 150 channels, beaming a variety of programs. Moreover, the number of news channels is also increasing by the day.
Despite these predicaments, the potential for newspapers in India is huge. The national readership survey carried out by ORG Marg and A.C Neilson in 2002-2003, showed that there had been an addition of 21 million readers to the 179 million who read newspapers on a daily basis. English dailies accounted for more than half of this augment. There are almost twelve Indian newspaper giants that sell more than a million copies each. This translates into a total circulation of 16-17 million, which is a huge number by any conceivable standards.
The advertising pie in India has rapidly increased since the liberalization policies enacted by the Indian government. Advertising revenues is growing at a rapid pace of 7% per annum. In this the print medium is still dominant with 37.3% market share in 2003 while the total share of T.V was 39.6%. Newspaper advertisements have a number of unique advantages that can’t be ignored. Not only do they cost a lot less and can be inserted in any leading daily within 24 hours but also help in a better brand recall value. This is due to the fact that we are better able to remember things that we read, than the ones we see or hear. Moreover, the habit of reading newspapers is so deeply ingrained in the psyche of most Indian families, that most of us can’t imagine sipping our morning tea without the newspaper in our hands.
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