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'Print media will clock ad revenues of 13.5K crore in 06'

"You can't take a computer into the toilet," the late Robert Maxwell of The Mirror Group said in Venice in the mid-seventies at a forum to discuss the future of the print media then. Today, you can. That has checked the growth of the industry.

And with the growth of radio and the advent of other media like the internet and television, the share of advertising revenues of the Indian print media have shrunk from 76% to 46% over the last fifteen years.

On the concluding day of Ficci FRAMES-2006, however, media experts pointed out that over the last year, print staged a comeback of sorts by gaining 2% of the total Indian advertising pie.

The print industry is expected to clock revenues of Rs 13,500 crore in 2006, up from Rs 12,000 crore in 2005. Elsewhere in the world, only Russia and Turkey are expected to do better. Moreover, there is still huge growth potential as the print medium reaches out to only 35% of adults whereas the overall adult literacy rate in the country stands at 65%. "Moreover, with an economy growing at over 7%, we can expect at least 15-20% increase in advertising revenues and 8% increase in circulation.

That would result in 12-14% growth in total turnover," Indian Newspaper Society (INS) president Jacob Mathew said. While there are over one billion people worldwide who read the news dailies, 25 million read free dailies, Mr. Jacob added. The circulation is growing fastest in the developing markets ( China and India), he said.

"The internet is a supplement to the print media and not its competitor," India Today Group chief executive Aroon Purie declared. "Media multiplier studies have shown that advertising and brand building campaigns work best when they are combined across a variety of media channels," he added.

Elaborating on the recent trends in the industry, Mr. Poorie pointed to the growing specialization of publications within specific domains, the increased investments by print companies and the efforts to redefine content to catch future readers. Turns out that content, is king, after all. Turns out that the print media is also a business, just like any other.

(www.financialexpress.com)

 
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