Advertisement Industry and Print

media

Introduction

• Advertisement or promotion is the best way to increase the rechability of the product.

• Print media from last 100 years is the important medium to promote a product.

• Print is the 2nd most preferred medium after TV add in India (FICCI KPMG 2013).

Distribution of add industry

Add Industry

TV 46% Print 26% 28% others

Medium• News paper add

• Magazines

• Pamphlet

• Stamp

Growth

• The growth of Print advertisement is 9.6% in 2013. In 2012 it was 7.3%(FICCI 2013)

• In comparison to other medium growth rate is slow.

• So print media needs better innovation in advertisement .

Competition FICCI KPMG

Medium Percentage

TV 12.5%

Print 7.3%

Film 21%

Music 18.1%

Radio 10.4%

OOH 2.4%

Animation and VFX 13.9%

Gaming 17.7%

Digital Adds 40.9%

Attraction

• Attracting Features of print media

• Magazine1. TIME

2. Forbes

3. Cosmopolitan

4. Sports Illustrated

• Pamphlet cum Brochure• Animated graphics

Innovation• Times of India came up with a great option

ALIVE APP.

• This app navigates directly to the source page and displays the video of current image.

• Animation in printing may be the next and better option.

Agency’s Perception

• According to the most of agencies in Delhi NCR top rated news paper

1. TOI

2. Hindustan Times

3. Dainik Jagran(Hindi)

4. Hindustan(Hindi

• The cost adds depends upon the no. of readers.

• The cost of different pages is different. Front page has the higher cost.

Company’s Perception

• Now a days companies are shifting from print media to digital media.

• Companies are spending 60% of their cost to digital medium.

• Share of print media is 15-20% only.

Customer’s Perception

• Customer’s visibility is on front page and last page.

• Rest pages have lower chances to generate more visibility.

• Customers are shifting to other news paper due to more adds and less news.

Threat

• The biggest threat for print media is digital media.

• Growth of print media is 9.6% and digital media is 59%(FICCI KPMG 2013).

• Growth of TV in the rural sector is also the major concern.