Presentation: Print works well for advertisers

Print media is the single largest contributor to the advertising industry, says Lara Balsara.

Lara Balsara, executive director, Madison World, in one of her recent presentations noted that the overall ad industry in India stands at around Rs 31,000 crore, of which print media's contribution is 40 per cent (more than Rs 12, 000 crore). Since 2009, the ad spends on both dailies and magazines have seen an upward shift. And, some of the major sectors spending on advertising here are auto, education, FMCG, real estate, skin care, cooking oils, clothing, jewellery, fashion and retail.

Explaining why print media works well for advertisers in India, Balsara said that increasing literacy in Tier I and Tier II towns, reach to the most effective target audience, severe crunch in TV ad spots and their rising rates, and lower effect of power outages on the medium, among others, have contributed to this phenomenon.

Balsara presented this report during the 7th South Asian INMA Conference in New Delhi held during August 22-23.

Read the entire report below.