story #59 "Why India's Newspaper Industry Is Still Growing"
Surprisingly as the article states, India remains somewhat unusual in that print revenues continues to grow, with newspapers specifically still serving as an effective way for advertisers to reach a significant audience. Despite the strong growth of digital media in India, the traditional formats of television and print still account for the largest portion of total media ad expenditures. eMarketer’s recently updated forecasts estimate TV ad spending will account for 39.3% of total media ad outlays this year, with newspapers making up 33.9%. KPMG/FICCI reported that newspaper growth was really coming from papers published in Hindi and in other local languages and dialects—generally referred to collectively as “vernacular” papers. According to the research, ad revenues for English-language papers grew 3.5% in 2016, compared with 7.1% for Hindi-language papers and 8.7% for those in regional languages. English is really only prevalent in India’s largest cities, leaving readers in smaller cities and rural areas with an appetite for content in their local languages.
- eMarketer estimates the annual growth rate in the number of smartphone users in India will remain in double digits through 2019, dipping to 9.8% in 2020
- ad revenues for English-language papers grew 3.5% in 2016, compared with 7.1% for Hindi-language papers and 8.7% for those in regional languages
- eMarketer’s recently updated forecasts estimate TV ad spending will account for 39.3% of total media ad outlays this year, with newspapers making up 33.9%.
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