Introduction

The Indian print industry experienced a dynamic operating environment in 2015, growing at a rate of 7.5 per cent from INR263 billion in 2014 to INR283 billion in 2015. Advertisement accounted for more than 66 per cent of the total revenues in 2015, growing at a CAGR of 8.4 per cent between 2010 and 2015. Circulation revenues, which made up for the remaining 33 per cent, grew at a CAGR of 7.1 per cent during the corresponding period.¹ The industry witnessed significant growth in the first half of the year, followed by a muted growth in the second half.² This was largely due to a reduction in spends by a few key categories including real estate, government spends, telecom and e-commerce. Newspapers continued to dominate the print industry in 2015, contributing 95 per cent of total print revenue.1 While niche magazines registered an incremental growth, magazines of general interest witnessed a dip in circulation.²

Hindi and vernacular segments together contributed approximately 64 per cent of the total print revenue.1 With the rising literacy level, increasing population and rising demand for region-specific content, the print media is acclimatising and focussing on delivering content in the readers’ native language. A number of companies have launched their campaigns in local languages that have given them much more resonance compared to the ones launched in English.2 Another major factor that has driven the growth of Hindi and vernacular print publications is the high GDP growth rate of Hindi speaking states as against the national growth rates.³

Major players of the print industry have recognised the potential of digital media and are now focusing their effort and investment towards making services available via mobile applications and web portals. Equal efforts are also being made to increase interactivity on the traditional medium. Robust growth of the Indian economy and the overall positive macro environment has contributed to the prominence of print media in the face of technology disruptions. There has been a significant boost in the investor confidence and India’s economic sentiments have been largely positive, resulting in an increased spend on advertising from both public and private sectors. The print media will continue to benefit from this positive macro environment – buffered from the threat of digital media for the moment. ²

Key trends

Industry challenges

Future Outlook