MAM

Lintas Media Guide 2006 Print pocketed 57% of the total ad spends in 2005

Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by.Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.

Expansion clearly has been the mantra for the print industry all through 2005. Across publications there have been launches of editions across cities or to penetrate into the lower pop-strata. Increasing competition has brought more and more supplements everyday to seek niche reader segments. The battle of the dailies in Mumbai market is an example of the expansion drive and the result of competition adding to the product. In magazines due to the allowing of foreign direct investment (FDI) we have seen the start of foreign mastheads coming to India and this will only get faster in the years to come.

Publishers are seeing a balance between driving subscription revenues and advertising revenues. While a few have been able to push up issue prices, most others have kept the issue prices stable. Need to garner growing advertising revenues is aided by the geographical expansion and the niche targeting possible by supplements.

Print advertising had a share of 57 per cent of the total ad spends for the year 2005. The buoyant categories such as finance, education, auto, retail, etc are all set to adding a lot to the advertising revenues further for the print industry. Realising their strength in terms of ground network, most publication networks are extending their services beyond print space selling to solutions that give a combination of print advertising along with activation programmes at the ground level. Some publications are also able to extend the solution into the web space or other media depending upon the properties they own or are aligned with.

Like TV, advertising avoidance is an issue for print advertisers too and there are more and more instances of innovative advertising. Advertorials are also increasing besides all efforts to align with related content. However, these as yet form a minuscule percentage of the total advertising space though it is expected to grow in the years to come.

Readership research does not offer anything new and the issues between the IRS (Indian Readership Survey) and NRS (National Readership Survey) continues as always. There is a need for the print research to reevaluate the needs of the medium and reorient their offering.

GROWTH OF PUBLICATIONS
Language
2003
2005
#
Circ(mm)
%
#
Circ(mm)
%
Hindi
213
13.1
28
203
12.4
25
English
174
10.1
22
166
10.6
22
Marathi
57
2.9
6
43
2.9
6
Tamil
39
3.2
7
37
3.6
7
Gujarati
32
2.7
6
34
1.1
2
Bengali
28
2.9
6
31
3.1
6
Malayalam
32
5
11
33
6.1
13
Kannada
27
1.5
3
26
1.8
4
Telegu
20
2.2
5
18
2.7
6
Other
83
3.1
7
76
4.4
9
Total
705
446.7
100
667
48.7
100
READERSHIP TREND
Claimed Readership(%)
2004 (IRS ‘03 R2) 2005 (IRS ‘05 R2)
All India
Urban
Rural
All India
Urban
Rural
Dailies 33.2 54.7 24.8 35.9 56.1 27.0
Magazines 13.6 25.3 8.7 14.5 25.5 9.6
Any Publication 34.6 56.4 25.4 37.5 58.1 28.5
Source: IRS 2005 R2

The Times of India tops the English dailies list when it comes to the top five dailies according to IRS 2005 R2 (all India average issue readership). Hindustan Times, Hindu, Telegraph and Deccan Chronicle (in that order) follow in the list.

In the regional dailies category, Dainik Jagran rules the roost, whereas Dainik Bhaskar, Daily Thanthi, Amar Ujala and Malayala Manorama follow suit.

In the Top five English magazines, India Today tops the charts, whereas Readers Digest, General Knowledge Today, Filmfare and Competition Success Review feature in the top five list.

In the regional magazines category, Saras Salil is the top read magazine. Vanitha, Kumudam, Grihsobha and India Today (Hindi) also feature the top five list.

PRINT TOP CATEGORIES IN 2004 - 2005
Category
2004

Rs crores
Category
2005

Rs crore
Educational Institutes
435
Educational Institutes
506
Corporate Brand Image
400
Property / Real Estate
362
Car / Jeeps
300
Corporate Brand Image
323
Property / Real Estate
272
Car / Jeeps
304
Two Wheelers
257
Independent Retailers
250
Coaching Centers
146
Two Wheelers
222
Financial reports
145
Readymade Garments
166
Cellular Phone Services
138
Coaching Centers
156
Social Ads
125
Cellular Phone Services
144
Events
121
Travel & Tourism
142
Source: Tam Adex & Lintas Media estimates based on indicative market costs
PRINT TOP ADVERTISERS IN 2004 - 2005
Advertiser
2004

Rs crores
Advertiser
2005

Rs crore
Maruti Udyog Ltd
135
Hewlett Packard
115
Bajaj Auto LTD
100
LG Electronics India
86
LG Electronics India
89
Hero Honda Motors
72
Samsung India
85
Bajaj Auto LTD
72
Tata Motors
69
Maruti Udyog LTD
63
Hero Honda Motors
65
Tata Motors
57
TVS Motor Co
60
Pantaloons Retail India
56
Hyundai Motor India
59
Hyundai Motor India
56
Hindustan Lever LTD
57
Samsung India
54
Hewlett Packard
54
Toyota Kirloskar
52
Source: Tam Adex & Lintas Media estimates based on indicative market costs

Stay tuned for the next in the series...

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Jon_Flaxman-Sandeep_Dadlani.jpg?itok=YP3vGqgk
Infosys & HP tie up for digital transformation

MUMBAI: Infosys and HP have launched joint Retail Point of Sale (RPOS) and Enterprise Device as a Service (DaaS) solutions to help businesses accelerate digital transformation as part of the HP Global System Integrator (GSI) Alliance Program.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Coolpad.jpg?itok=HRLBMQWZ
Robbie Grewal directs 'youthful' Coolpad TVC

MUMBAI: Coolpad, a global leader in smartphone manufacturing and integrated wireless data solutions, has recently launched a TVC for Coolpad Cool 1.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/sachin%20billion%20dreams_0.jpg?itok=21Cdkhxs
ITW Playworx co has Sachin's Billion Dreams mandate, releasing today

MUMBAI: Matchbox Media, a media arm of ITW Playworx bagged the overseas media duties of Sachin: A Billion Dreams, the top starrer and much awaited Indian biographical film. The movie directed by James Erskine and produced by Ravi Bhagchandka Carnival Motion Pictures, starring Sachin Tendulkar,...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/mxus.jpg?itok=LmENWAyo
'17 IPL buzz doubled, Virat sliped six spots & Voda had most engaging content

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. This study has been done by Maxus Mesh – the marketing command center and dialogue engine that reads environmental signals in real-time.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Sandeep%20Dadlani%20and%20Mike%20Clayville.jpg?itok=SfrGBep_
IGS-powered Infosys Data Lake on Amazon Web launched

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services, announced the launch of the Infosys Boundaryless Data Lake offering powered by its Information Grid Solution on Amazon Web Services (AWS).The solution allows enterprises to do more with their data...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Joy%20Mohanty.jpg?itok=HCeHJDo_
Volini gets a #PatOnTheBack from Lintas

MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Susan%20Josi%20and%20Sangeeta%20Barde.jpg?itok=Cy_yR2Vn
Havas Health & You to broaden APAC offering with Sorento buy

MUMBAI: Havas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/asci.jpg?itok=7aeMmdUa
ASCI bags gold award for mobile app 'ASCIonline'

The Advertising Standards Council of India (ASCI) has bagged the gold award for their Mobile App “ASCIonline” to receive consumer complaints against false advertisement at the Global EASA Best Practice Awards 2016.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/icc.jpg?itok=ob5d-Vso
Maxus wins media mandate for ICC Champions & ICC Women’s World Cup

Marketing communications consultancy Maxus has won the media mandate in India for ICC Champions Trophy and ICC Women’s World Cup 2017 to help marketers build profitable relationships between consumers and their brands.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories