Print Media Essay Sample

1. Introduction
Print media as a traditional media plays a important function in the development communicating of a state. The Government frequently relies on print media to procure broad coverage of messages through assorted newspapers and diaries. In India. print media strengths have mostly been shaped by its historical experience and. in peculiar. by its association with the freedom battle every bit good as motions for societal emancipation. reform. and betterment. At present assorted modern and sophisticated engineerings are utilizing by the print media in both developed and under-developed states and they besides face stiff competition from electronic media.

India is one of the largest newspaper markets with more than 107 million transcripts circulated daily. exceling China and accounting for more than 20 per centum of all dailies in the universe. And Unlike the planetary print industry. which is traveling towards digitisation and demoing a negative growing twelvemonth on twelvemonth. the Indian print media industry is traveling strong and is expected to go on likewise. It is non to state that there has been no attempt towards digitisation and transition to online readership. but at that place has non been much advancement. Most newspapers have an on-line presence and a turning position count on their portals. but difficult transcript still remains the preferable manner to entree intelligence. And any important alteration in this tendency over the following five old ages is non expected. Today the entire literate population in India is estimated to be 579 million with over 30 percent readership incursion. The Indian print media is a extremely disconnected industry comprising of 77. 600 newspaper types in multiple linguistic communications and as of 2010. there were 613 pending newspaper petitions for enrollment.

2. Aim
Market Analysis of Indian Print Media and survey of its Evolution Strategies. 3. Scope OF THE PROJECT
The study focuses on the survey of Indian print media market. the flights of its growing and radioactive dust in the past decennary and so discusses about the future way. The survey is based on internet research and all the information. analytics and graphs have been taken from studies by established trade names. 4. Methodology

The Methodology involved informations aggregation from Secondary beginnings. Intense content hunt from cyberspace has been used to roll up the information. The survey has been exhaustively supported by charts and graphs for better degree of comprehension. Reports from TAM media research. moneycontrol. com. AdEx India. Centre for supervising Indian economic system. research documents. several companies’ web site. books and articles were besides taken into consideration.

5. REVIEW OF THE INDUSTRY
5. 1 Media and Entertainment Sector
India is one of the largest media devouring markets in the universe. The Indian media and amusement ( M & A ; E ) industry is one of the fastest turning industries. Before traveling farther allow us foremost understand the footings Media and Entertainment. Media is the medium of communicating. Whereas Entertainment is an action. event or activity that aims to entertain. amuse and involvement populace. As per a recent study by PWC India is surely on the brink to witness major growing in E & A ; M industry after merely to China. The M & A ; E industry is expected to make a CAGR of 14 per centum i. e. INR 1. 275 billion by 2015 ( SOURCE: ficcikpmg study 2011 ) . This can be attributed to the turning subscription grosss. revival in advertisement and outgrowth of new profitable avenues. The emerging avenues brings with it added load of understanding the market and edifice appropriate schemes. The industry is witnessing the mushrooming of new participants and broad displacement in their offerings.

There are still more than 250 channels expecting blessing. the demand is besides expected to turn due to the enlargement of DTH channels. expected rise in advertisement to GDP ratio etc. In the twelvemonth 2011. this industry registered a growing of 12 per centum over 2010 and reached INR 728 billion. The existence of media is quickly going more niche. disconnected and complex in their demands and behaviour. Today’s consumer is looking for content. Hence. we can reason that the regulations of battle have changed. Further. with the detonation of digital content. increasing bandwidth. broad figure of participants. consumers have immense volumes of magnitude and picks of content. much of which was so available for free–or at no excess cost above cost of entree. This gives the industry an chance to put more on content because the consumers would pay higher monetary value for it as compared to the old old ages. The planetary tendencies have indicated that Television would still stay dominant in footings of media ingestion. It is projected that the telecasting advertisement industry will command a portion of 42. 5 % in 2015.

The Indian movie industry has besides seen a leap from traditional films to films like Ra. One. Robot. Rio. Ramayanam etc. which imbibed 3D life. ocular effects and Animation was greatly appreciated by the Indian Viewers. The expecting launch of Phase III wireless licences in the terminal of August 2012. ( Beginning: dxersguide ) has lead to a healthy growing at a CAGR of 19. 2 % over 2010-15. ( Beginning: World Wide Web. pwc. in/india ) . In footings of the portion of the advertizement pie. it is projected that the wireless advertisement industry will be able to increase its portion from 4. 4 % to 6. 3 % in the following five old ages. The debut of 3G. Mobile VAS will take to growing in the music industry. The Indian print media industry is besides projected to turn by 9. 6 % ( 2010-15 ) though magazines are expected to confront rise in competition in the close hereafter. The OOH industry after demoing a dip in the economic lag of 2009 has maintained a slow gait of growing and is projected to make INR 24 billion in 2015. 5. 2 Industry Size and Projections:

The Indian M & A ; E industry showed a growing of INR 12 per centum as it grew from INR 728 Billion in 2011 from INR 652 Billion in 2010.

( Beginning: kpmg India analysis 2012 )

From the above Table we can infer that Television pitching up for spread outing broadcasters and digitisation due to the widening incursion in Tier II and Tier III metropoliss because of the rise in regional media. Print market is expecting the launch of Phase III wireless licences in the terminal of August 2012 to spread out its range and better market portion. The up holds a major portion and sectors like wireless. life. gambling. VFX are besides demoing a healthy growing. On the other manus Film Industry crossed a 30 crores grade in C & A ; S rights and a 100 Crore grade in domestic theatrical aggregations. Digital advertisement has immense range of farther invention and development hence it continues to expose a really high growing rate.

5. 3 Ad tendencies

The journey of M & A ; E industry was non ever so smooth. In the twelvemonth 2009 it felt the brunt of recession. The sounds of losingss and cut downs repeat all around as the industry suffered severely with layoffs. cut down on work force. increasing losingss. hiting monetary values etc. Sectors such as Radio. Print. Outdoor and Television were mostly affected due their dependance on advertisement grosss. Even after the hushed public presentation of 2009 the media and amusement industry didn’t succumb to it and courageously sailed through recession to witness a healthy rate of subscription and lifting advertizement gross in front.

Contribution of advertisement grosss of overall industry size:

( Beginning: KPMG in India analysis and industry interviews )

The Indian M & A ; E industry has mostly been depended on advertizement gross. In contrary to 17 per centum growing of 2010. publicizing grosss witnessed a growing of 13 per centum in 2011. We can reason from the above tabular array that print seems to be the largest subscriber to the advertisement pie by lending INR 139 Billion. The portion of subscription grosss. ARPU for Television. mean newspaper cost for print etc. continues to stay little. It is anticipated to witness an addition after the execution of digital addressability and the launch of Phase III wireless licences by the terminal of August 2012 and farther development in these markets.

5. 5 Macro Environment of M & A ; E industry

Political Factors
Like every other industry even media and amusement industry could non get away the effects of local. national and international policies and processs. Political alterations have helped cut down the entry barriers which helped the industry informant hyper competition due to entry of local and planetary participants.

Economic Factors
India is a underdeveloped state. it’s turning population continues to make demand. Furthermore the lifting per capita income of viewing audiences lead to increasing buying power. moving as an of import economical factor. With the alteration in disbursement forms and buying behaviour of consumer drama a critical function in altering the schemes consequently. Almost all the sections of media and amusement industry witnessed either a dip or level growing in gross in the economic lag of the twelvemonth 2009. The industry has easy recovered from the effects of recession and is now opening new ways of growing and development.

Legal Factors
Legal factors play a critical function in hiking up the growing of the industry and cut downing barriers of development. The alterations in the legal environment of the state have encouraged both bing every bit good as new participants. The government’s push on digitisation to increase the gait of digitisation seems to turn DTH and digital overseas telegram. The liberalisation of FDI norms has helped in cut downing entry barriers and gave a push to investing. The auction of stage III of wireless will assist in adding about 700 licences across grade III and tier II metropoliss. Besides more than 250 channels are waiting blessing for broadcast medium. Thus it could be justly said that this industry has ample range of growing and development in future.

Socio- Cultural Factors
The societal construction and norm brings with itself the demand to maintain gait with it in order to prolong in the of all time altering environment. This alteration may present menace or unfastened new chances of concern. From joint households to atomic. migration of rural population to urban countries. turning consciousness. lifting literacy rates. altering gustatory sensation and penchants all these factors majorly consequence the working of the industry. Today people demand niche plans. channels and more assortments. Hence the broadcasters are concentrating on content invention by offering niche channels. even wireless is distributing its range by perforating rural countries and making shows that are aim on Tier I and Tier II metropoliss.

Technological Factors
Media and amusement industry has come a long manner and is still germinating. Media ingestion has taken new waies with changeless invention in this field. The conventional mediums of media ingestion is easy acquiring replaced with approaching smart phones. tablets. cyberspace. This market is turning at a high rate. It is expected that by the twelvemonth 2016 Installed Internet enabled smart phones in India could make about to INR 264 million. ( Beginning: IDC Q3 2011 Mobile Phone Tracker release ) . New media such as Animation / VFX. digital advertisement. and bet oning are expected to go on their growing impulse.

5. 6 Porters five forces theoretical account
Porters five forces theoretical account represent those factors that are close to the company. These five forces aid in finding the competitory strength. It can besides be referred as micro environment forces.

Menace of new entrants: HIGH
* Unsaturated Media and amusement industry
* High growing chances in about all sections of M & A ; E industry
* Explosion of digital content
* Huge untapped demand
* Increasing bandwidth
* Increasing Market size

Dickering Power of purchasers: HIGH
* Low exchanging cost
* High trade name exchanging among viewing audiences due to broad scope of picks of content * Increasing affordability of viewing audiences due to wider handiness of alternate beginnings of amusement * Growing Awareness and urbanisation

Menace of replacements: HIGH
* Untapped demand
* Increasing size of market
* Vast range of growing as M & A ; E industry is expected to make a CAGR of 14 per centum i. e. INR 1. 275 billion by 2015 ( beginning: ficcikpmg study 2011 ) . * Changeless invention and development taking to new and better handiness of Substitutes.

Dickering power of providers: Low
* Reducing dickering power due to increasing figure of content suppliers * Introduction of assorted mediums of media ingestion ( Smart phones. Tablets. Internet etc )
* Increasing figure of picks for consumers
* Availability of alternate beginnings for free–or at no excess cost above cost of entree.

Rivalry among bing rivals: HIGH
* The existence of media is quickly going more and more niche
* Fragmented media and amusement market
* Complex demands and behaviour of consumers
* Increasing trade name switch of consumers
* Falling dickering power of providers

Invention
The range for growing. increasing demand for better content. turning competition are the major grounds which compels the participants of media and amusement industry to invariably introduce. It would non merely assist the participants to increase their net income borders. construct strong fencing around them against rivals but besides assist them to cut down trade name switch.

Niche formats
Unlike the littered market. media and amusement industry is now traveling towards niche selling schemes. They are successful in following this scheme by perforating deeper into the market and offering niche amusement to each homogenous section. This immense displacement has come due to the of all time altering demands. demands and wants of the state. Each strata of society is carefully taken attention of. with new niche channel genres like manner. films. nutrient. travel etc.

Consolidation
The immense range of growing of media and amusement industry lures new participants to come in into the market. This latent demand offers a huge range of development and therefore the Industry is witnessing new entrants from assorted other sectors every bit good as immense foreign direct investings. A bustle of trades stimulated the sector in recent yearss with media stating Mukesh Ambani controlled Reliance was looking at purchasing into Network18. which runs CNBC India. Besides studies of Chemical and fertiliser company Oswal Green Tech purchasing a 14. 17 % shareholding in New Delhi Television ( NDTV ) through two block stock market trades were etc. ( Beginning: The EconomicsTimes Media/Entertainment )

Regionalization
The M & A ; E industry is extremely driven by strong ingestion in non-metro and little metropoliss obliging the participants to distribute their range geographically. This would escalate competition. on the other manus the regional participants have reached graduated table and now be aftering to construct a PAN India presence by traveling national. This displacement can be attributed to the turning consciousness. increasing literacy. and lifting buying power.

Digitization
As the engineering improved the term digitisation emerged. It brought with it range of increasing viewership base. A rise in the acceptance of digital prints over physical were seen in movies. DTH helped in adding 12 million endorsers in the twelvemonth 2010 i. e. 75 per centum growing. With the regulative push on digitisation. ongoing 3G rollouts. increasing nomadic and broadband incursion. the market for digital distribution platforms is merely expected to turn.

New Media
The manner of media ingestion changed with the coaction of media and engineering. Smart phones. tablets. Personal computers. bet oning devices were easy come ining Indian Market. This can be seen by the alteration in the ingestion form of consumers from conventional mediums to the new medium provided by the telecom service supplying companies due to the 2G and 3G. launch of I phones. tablets. Mobile Note tablets. emerging bet oning platforms. This changeless invention in engineering has led to the growing of media and amusement sector greatly.

Regulation to drive growing
The alterations in the legal environment of the state have encouraged the bing every bit good as new participants. The government’s dip on digitisation for overseas telegram telecasting to increase the gait of digitisation seems to turn DTH and digital overseas telegram. Hence legal factors play an of import function in widening the range of growing of the industry.

Consumer Understanding
The Indian market is extremely disconnected market. This leads to the outgrowth of sectioning the market into homogenous groups to be able to provide the different demands of the consumers. Due to which the media and amusement sector witnesses huge competition. monetary value wars. content wars. trade name switch etc. Hence to be able to run into the consumer’s perceptual experience. apprehension of the consumers demands. wants and demands is really important.

6. Analysis OF PRINT MEDIA

Print is the 2nd largest subscriber to the overall M & A ; E industry grosss. By the twelvemonth 2015 it is expected to go the largest subscriber of advertisement gross. The print industry grew by 8. 4 % in the twelvemonth 2011 i. e. INR 209 Billion from INR 193 Billion of 2010. After confronting a little dip in the twelvemonth 2009 due to the down macro environment. the industry bounced back to demo a healthy growing rate in the coming old ages.

The figure of advertizers increased by 22 per centum in the twelvemonth 2011 and the Ad Volumes increased by 13 per centum in 2011. The major advertizers were from instruction sector. Automobile. FMCG. Real Estate. BFSI etc. This increasing figure of advertizers and the increasing ad volumes is due to the displacement in country’s demographics. The per centum of literacy is traveling up. even today the incursion of cyberspace in rural countries is non much as compared to the range of print media.

From the tabular array given we can see that instruction. BFSI. Retail. telecom and media have seen a dip in the twelvemonth 2011 as compared to 2010. Whereas Automobiles. FMCG. corporate and rest others have increased their spend on print advertizement. Similar to telecasting even in print FMCG sector is one of the major advertizers. with 8. 9 percent spend in the twelvemonth 2011 out of which family contributed ( 3. 1 per centum ) . personal attention ( 5. 5 per centum ) and impulses class ( 0. 3 per centum ) . These Ad spends are in line with the growing of their several sectors. Looking at the current economic conditions of the state it would non be incorrect to state that immense range of growing and development still awaits.

Print has been the medium of pick by the bulk of advertizers. The Education Sector. Closely followed by Automobile and FMCG leads the portion of print advertizements. The major beginning of gross has been Newspaper industry with an INR197 lending vastly to the pie and Magazine industry stands at 2nd place with an INR 13 Billion.

There is a batch of hope in this sector with the spread outing size of the pie as the participants are spread outing their range from tube to Tier I and Tier II metropoliss to function niche readers at regional degree.

6. 1 NEWSPAPER Publication

The newspaper publication industry boasts of more than 180 million readers ( AIR ) in 2010 as compared to 173 million ( AIR ) in 2009. registering a growing of five per cent. Hindi dailies entirely have 57 million readers followed by Marathi and Malayalam dailies at 18. 3 and 17. 2 million readers. severally.

Hindi dailies continue to take. The top three slots have been occupied by Hindi dailies. with The Times of India. being the lone English day-to-day to do it in the top 10 list. Dainik Jagran and Dainik Bhaskar remained the most-read newspapers in India. While the top five remained the same. there was some alteration in the bottom five. with Rajasthan Patrika deriving readership Numberss due to its enlargement in Madhya Pradesh and registering a growing of 14 % in readership. Hindustan excessively gained good Numberss in 2010. with its enlargement in UP traveling at full gait and was the fastest-growing day-to-day in India registering a growing of 16 % . It is fast catching up with the leaders and it won’t be excessively long earlier Hindustan vies for the top place.

In most Hindi-speaking markets. the leaders strengthened their place while in some. they besides reduced their clasp. While the overall readership Numberss of the leaders have non reduced. rivals have gained portion by capturing the slot of the 2nd newspaper in the family. Hindustan gained portion in UP and strengthened its place in Jharkhand. Rajasthan Patrika. which goes by the name of Patrika in Madhya Pradesh. besides gained on the dorsum of sustained attempts to spread out. It besides strengthened its place in Rajasthan farther.

Regional Newspapers
Advertisers have tended to concentrate on urban geographicss with English-speaking populations. Ad spends are hence concentrated on English newspapers that cater chiefly to SEC A/B2 families. As a consequence. historically. while common linguistic communication documents command higher readership than English dailies. advertisement grosss have ever been skewed towards English dailies. This tendency was no different in 2010. Gradually. as the buying power of consumers in Tier 2 and Tier 3 metropoliss increases. advertizers will get down to see greater value in these markets and ad spend on slang newspapers will increase. Recent alterations in the socio-economic categorization ( SEC ) system used by the IRS. now concentrating more on merchandise ownership/usage. are likely to profit prima non-English dailies. It is expected that the spread between the ad spends of English and common linguistic communication intelligence documents to bit by bit cut down.

English dailies
The Times of India ( TOI ) leads the list of English dailies in India with a readership of over seven million. followed by Hindustan Times. Interestingly. TOI is the lone English daily in the top 10 dailies in India and is deriving land on some of the regional dailies. Hindustan Times ( HT ) is besides contending hard to cut down the spread with TOI and it is sharply seeking to spread out in Mumbai by courting endorsers with attractive subscription strategies and gift offers. HT has continued with its subscription strategy of INR 199 for the 2nd twelvemonth running in 2011 to derive market portion in Mumbai.

6. 1. 1 Cardinal developments in the newspaper publication market

* Turning tendency of hyper localisation

Regional documents give advertizers entree to localized population and their niche mark audience. hard to make via national broadcast media. Newspapers are now recognizing value in traveling a measure further and establishing area-specific editions of newspapers. These cater to local population and are largely launched in tube with SEC A consumers. to deduce maximal advertisement spends. For illustration. TOI has launched South Mumbai and Navi Mumbai editions.

* Unbundling of merchandises to increase profitableness

During the recession of 2008-09. several national newspapers bundled their offerings for consumers every bit good as advertizers to pre-sell stock list in majority. They offered heavy price reductions on bundled merchandises. While newspapers such as TOI still offer bundled merchandises to consumers to increase screen monetary values and force their less-popular publications. they along with other national participants such as HT have unbundled their rate cards for advertizers. This is done to increase net income borders and take advantage of the local range of each of the publications.

* Increasing ingestion of imported newspaper

As pointed out in the PwC Entertainment and Media Outlook 2010. many regional newspapers are traveling towards coloured editions ( in portion or full ) to keep on to their client base and thwart competition. However. this besides means that these publications are traveling from domestic newspaper. considered of lower quality. to imported newspaper by and large used by English newspapers. While the move towards coloured newspapers is good intelligence for clients. it besides exposes newspaper publishing houses to monetary value and currency fluctuations associated with imported newspaper.

* New entrants spread outing the market

As we saw in 2009 and 2010. newspaper publishing houses continue to come in newer geographicss and spread out into the adjoining part. While this increases the competition in the part. it besides benefits clients. Besides. it was observed that competition in a part really increases overall readership at that place. Madhya Pradesh’s Hindi day-to-day readership increased by 27 % in 2010 with the enlargement of Rajasthan Patrika and Nai Dunia.

* Expansions to go on as most of IPO money still to be utilised

Dainik Bhaskar ( DB ) and Hindustan Media Venture have been on an enlargement way in 2010. and the analysis of the statement of use of their IPO returns makes it clear that this tendency is bound to go on in the hereafter. Both documents have much of its IPO returns demarcated to be utilised for come ining new markets unexpended.

6. 2 MAGAZINES Publication
The magazine industry continued to lose readership for the 2nd back-to-back twelvemonth. The readership of the top 10 magazines ( by AIR ) dipped by around nine per cent losing about 1. 5 million readers. Non-English magazines made the top order in magazine readership. While Malayalam magazine Vanitha emerged as the clear victor. Pratiyogita Darpan was the lone magazine which showed growing in 2010 replacing Saras Salil to take the 2nd topographic point on the dorsum of its turning immature audience.

6. 2. 1Key developments in the magazine industry

* Business magazines show growing

Though readership of most magazines declined in 2010. the mean issue readership of most concern magazines showed healthy growing. Business Today is the most-read concern magazine in the state demoing maximal growing over the old year’s figures.

* Mushrooming niche and particular involvement magazine class

A figure of new international magazines were launched in 2010. Worldwide Media launched Lonely Planet in the first half in 2010 and BBC Knowledge and Home Trends in the 2nd half. Network 18 launched ForbesLife and Conde Nast Traveler. All these magazines are priced in the scope of INR 100 to 250 concentrating on the upper middle-class and trusting less on advertisement as ompared to other Indian magazines. Some of these magazines have shown good growing albeit from little Numberss.

* Niche magazines

Niche magazines have made their presence felt in India and will go on to turn. While sections such as travel. car. life style and instruction are already established. It is expected that new sections will emerge and turn this infinite. In the past twelvemonth every bit good. a few niche magazines have shown really healthy growing. For illustration. Autocar. India Today Travel Plus and Outlook Traveler.

6. 3 KEY RISKS AND CHALLENGES

• Increasing newspaper cost a concern for newspaper industry

International monetary values for newspaper had started to increase from the 3rd one-fourth of 2010. However. since newspapers had bing stock list of newspaper procured at lower monetary values. this did non impact profitableness last twelvemonth. The impact of increased monetary values will be seen in 2011. High newspaper monetary values continue to endanger profitableness. peculiarly for English linguistic communication and larger common linguistic communication newspapers. which consume larger measures of imported newspaper. Newspaper forms a major constituent of the cost of printing a newspaper ( 40 to 45 % of entire cost ) . Foreign currency fluctuations besides affect monetary values and impact borders.

Domestic newspaper monetary values besides affect regional newspapers. many of whom traditionally beginning up to 80 % of their newspaper demands from Indian makers. There has been significant upward motion in domestic newspaper monetary values. They have increased by about 20 to 25 % in recent months. This will impact the publication bottom-lines. However. since many participants have forward contracts with newspaper providers every bit good as hold stock list places. there is a two-quarter slowdown between the addition in newspaper monetary values and the impact on profitableness. Traveling frontward. though. higher newspaper costs will hit profitableness in 2011 and the first half of 2012.

• Pressure on profitableness thrusts ad-edit ratio upwards

The addition in newspaper costs. decrease in screen monetary values and increased circulation by national and regional participants have exerted huge force per unit area to keep and demo growing in bottom-lines. The force per unit area is to increase advertisement while keeping page count. While there can be limited addition in advertisement rates. given the intense competition. it has resulted in force per unit area on the ad-edit ratio of publications. Dainik bhaskar’s ad-edit ratio. around 27 % in 2009. has moved to 31 % in 2010 traveling upto 35 % for some editions. 3 However. addition in the ad-edit ratio is limited. How companies manage this struggle in the hereafter will be a challenge.

• Subscription strategies making dependance on advertisement grosss

Entries into newer geographicss reduced screen monetary values drastically in some instances. When Dainik Bhaskar entered Ranchi. Hindustan. Dainik Jagran and Prabhat Khabar reduced their screen monetary value to INR 2 from INR 3 and 4. Furthermore. the new entrant enticed consumers by offering subscription strategies and gifts. Subscription strategies can be every bit low as INR 199 for HT in Mumbai for one twelvemonth. efficaciously intending that the cost to subscriber is INR 0. 50 for a transcript with the printed monetary value of INR 3. For newspaper proprietors. it means increasing dependance on advertisement grosss go forthing them more open to economic downswings. –

* The challenge for the industry will be to convey back circulation grosss after deriving market portion. Editorial content will play a large function in this enterprise.
* Other possible menaces to profitableness in the close hereafter

* A recent opinion by the Wage Board has mandated important wage additions across degrees. If implemented. this can negatively impact profitableness. peculiarly of the smaller participants. Large national newspapers are less likely to be affected as a important proportion of their staff is on contract at higher compensation degrees. * While the first half of 2010 has shown continued advertisement growing for the print media industry. any uncertainness in the economic system in the 2nd half of 2011 can hold a negative impact on profitableness.

• Threat from new media improbable to happen in the medium term

* The lifting popularity of new media engineerings like the cyberspace and Mobile is a menace to traditional print media. However. due to low incursion of broadband cyberspace in India. shoping online for intelligence has non become a widespread consumer wont even in taking tube. In smaller towns. low Personal computer incursion and fickle electric supply continue to impede the growing of new media. Traveling frontward nevertheless. if engineerings like 3G and cut downing French telephone monetary values begin to drive informations and cyberspace traffic to nomadic French telephones. this scenario can alter. * Most print media companies have made on-line raids with changing success. Online grosss have accrued to transaction- and commerce-led theoretical accounts ( on-line shopping. etc. ) and certain types of classified advertisement ( peculiarly occupations and matrimonial ) have started traveling online. However. these on-line concerns have struggled to gain subscription grosss for content from Indian audiences.

6. 4 OUTLOOK FOR THE PRINT MEDIA INDUSTRY

The Indian print industry is projected to turn by 9. 6 % over the period 2010-15 and is projected to make an estimated INR 282. 0 billion in 2015 from the present estimation of INR 178. 7 billion in 2010. Newspaper will go on to hold a major portion in the print market. Regional print remains the drive force behind the growing. The Hindi print market showed a growing of nine per cent over the last twelvemonth and PwC expects this tendency to go on owing to big enlargement programs charted out by regional participants. Magazines are expected to demo fringy growing on the dorsum of growing in particular involvement magazines and niche content.

Local intelligence is expected to be the spirit over the following twelvemonth as publishing houses try to make content closer to the reader’s bosom. Publishers may besides return to be rationalisation to pull off lifting newspaper costs to avoid go throughing it on to either readers or advertizers. Ad will stay the cardinal gross generator for the print section commanding 70 % portion of gross as compared to 30 % by circulation. However. the overall portion of print advertisement will cut down in the entire advertisement pie. Regional advertisement is set to turn at a alert gait with advertizers now concentrating on Tier 2 and Tier 3 towns. We do non anticipate a major displacement towards digitisation. The newspaper market in India is expected to go on to turn at a steady gait.

7. Findings

7. 1 Tendencies
•Hindi dailies grab the top three musca volitanss and go on to beef up their place. •There is a turning tendency of hyper localisation in the print media. •Industry participants are unbundling merchandises to increase profitableness. •New entrants are spread outing readership in several markets. •Niche and concern magazines show robust growing.

7. 2 Issues
•Fluctuating newspaper costs.
•Ad-edit ratio up on history of profitableness force per unit areas. •Subscription strategies increasing dependance on advertisement grosss. •New media yet to present a menace to publish industry.

7. 3 Dominant Factors Affecting Growth and Fallout:

A ) Increasing dependance on advertisement

The lucks of the print industry in India are progressively tied to those of the advertisement industry. which in bend is correlated with nominal GDP growing. By 2015. it is expected that advertisement will account for upwards of 75 per centum of entire grosss with circulation doing up for the balance.

B ) Regionalization

Industry participants agree that regionalization will derive prominence in the old ages in front as a cardinal growing driver. One index to track this tendency would be to track the gross parts from Vernacular. Hindi and English linguistic communications in the coming old ages. Traditionally English linguistic communication grosss have enjoyed a bulk portion ; nevertheless. grosss from regional linguistic communications ( Hindi and Vernacular ) will catch up with English by 2015 wipe outing the historical advantage that English enjoyed.

C ) Industry Expansion and Diversification

With a quicker than expected recoil in the economic system last twelvemonth. print participants are looking to scale up through geographic and merchandise enlargements every bit good as plundering into digital bringing formats. Localization of intelligence through particular editions has plentifulness of growing chances as good. We may see differentiated theoretical accounts being developed by industry participants to bring forth extra gross watercourses. Industry participants claim that localized and targeted advertisement is hard to accomplish in countrywide broadcastmedia giving print an border with regard to local concerns such as eating houses. promenades. retail stores and vicinity services.

D ) Inventions

Intuitively. story-boards for advertizers are more easy created and presented in audio-visual formats. In order to go on pulling a big portion of the entire advertisement spends in India. print participants have introduced several inventions to help media contrivers in prosecuting their mark audiences.

Tocopherol ) Encouraging inbound investing

Extra capital extract into the print sector could take to more aggressive enlargement schemes. perchance more competition. quicker industry growing. and internal operational betterments.

8. Recommendations

The day-to-day print media industry needs to encompass competitory schemes entirely by all the houses to raise the degree of both quality and content of their merchandises to run into market outlooks. With turning population and increased degrees of literacy and cognition. more is expected from the day-to-day prints and their functions as pedagogues becomes more needful. The industry besides faces immense menaces from other information beginnings presently available from betterments in information engineering such as wireless. Televisions and radio engineering. The authorities should put up policies that guarantee that the reading civilization is non eroded in society so as to heighten the utility of print media.

Challenges faced by the print media including high cost of print paper. media statute law by the authorities. high cost of day-to-day distribution caused by hapless substructure should be addressed as a policy concern. Government interfence with the freedom of imperativeness is besides seeable and policies should be put up to put a flat playing field enjoyed by all houses in the industry.

Develop deeper relationships with readers about targeted involvement countries. Strong print trade names enjoy a sure relationship with their audience ; readers are loyal to publish publications because they provide high-quality content about specific involvement countries. Digital media afford chances to intensify and widen those relationships.

Tap into gross watercourses beyond advertisement and circulation. New printing theoretical accounts will include selling services such as usage content. consumer penetrations. and lead coevals. and new offerings for clients such as premium content and experimental applications.

Reinvent the content bringing theoretical account ( with a peculiar focal point on take downing costs ) and stress a “profitable core” of alone and brand-defining stuff. Print media companies need to avoid the formula-driven attacks to be cutting that have been prevalent so far. and alternatively follow attacks that better aline their cost of content with the grosss generated.

Innovate with new merchandises and pricing theoretical accounts. As the gait of alteration continues to accelerate in the digital universe. as new devices for accessing printed content continue to emerge. and as new applications are developed to work on-line content. this will take to as-yet-untapped chances for media companies.

Print Media should besides seek to broaden the public position by bring forthing involvement and consciousness about international events. Therefore. we see that despite the rise of electronic media to prominence. it has failed to free print media form its vantage place. Print Media still remains the most common agencies of making public consciousness and it will continues to be so even in the clip to come. Hence. with clip we need to be more responsible. dianoetic and argus-eyed as readers so as to deter irresponsible imperativeness and make contributing environment for the formation of a responsible and mature Print Media.

9. Reference

* FICCI-KPMG Indian Media and Entertainment Industry Report 2012 * The Economic Times Article “Recent media trades point to consolidation in the industry: Experts” * Indian Brand Equity Foundation Article “ Media and Entertainment Industry March 2012” * India Entertainment and Media Outlook 2011

* “ Hiting the high notes “ FICCI-KPMG Indian Media and Entertainment Industry Report * hypertext transfer protocol: //jeromyanglim. googlepages. com/
* hypertext transfer protocol: //www. tamindia. com/tamindia/Adex_News_TV. htm #
* hypertext transfer protocol: //www. moneycontrol. com/stocks/bse-group/a-group-companies-list. hypertext markup language