The Waning Phase of Newspaper Advertising

Is the shrinking time spent on reading newspapers helping the brands in urban areas? Most of the newspapers have big circulation figures in urban areas with claims of highest readership. With the shrinking time spent on reading newspapers which is now just 10 minutes and within this time span how much of attention a brand gets is questionable. In such a short reading time, advertisers have begun to realise the importance of jackets which draws attention of the readers. Front page solus advertisements are now a thing of past as once a front page jacket is loaded the front page solus advertisement becomes a page3 advert.

The newspaper survives mainly on its circulation numbers which is predominantly in urban areas and fetches good revenue by way of high per square centimetre rate. The percentage of actual time spent on reading newspaper is high in rural areas. A good amount of time approximately 20-30 minutes is spent by a rural reader. Given the vast rural market in India which constitutes 70% of the total market, the print medium plays an important role. There are drawbacks of high circulation in urban areas. Firstly low time spend on reading. Secondly, newspapers are bought due to its low price with delivery at the door step and also serve as waste paper revenue for the reader and lastly due to high circulation the advertisement rates are higher and it costs a lot to the advertiser to promote their brand. It is due to this rising costs brands are diverting their budgets to electronic media, online, OOH and BTL.

Also due to the emergence of digital media an urban reader prefers to read online news rather than the conventional newspaper. In the times to come the sustenance of print media will be a big question for print media houses, unless they innovate and find ways to have engaging content to increase the time spend. A prominent media house is already claiming highest hits for its online news. A changing scenario for brands too.

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