This slide will give complete view how to evaluate print media

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2. • Consumer magazine :54% of revenue from ad.
• Business Publication: 73% of revenue from ad
• Newspaper: 70% revenue from ad
• 85000 million spent in 700 publication in 17
diff. language
• Largest growing ad medium
• Magazine growth rate: 22%
• Newspaper growth rate: 32%

3. Magazine:
• Most specialize medium of advertisement
• Some magazine highly devoted to only one
segment market
• Big company spent handsome amount to
advertise in magazine.
• P&G and GM spent over $500 million a year in
ad.

6. Top 5 Indian magazine
• 1. Saras Salil – Hindi – 64.13 lakhs
• 2. Kumudam – Tamil – 61.24 lakhs
• 3. Vanita – Malayalam – 57.08 lakhs
• 4. India today – English – 54.74 lakhs
• 5. Kungumam – Tamil – 53 lakhs

7. Classification of magazine:
On the basis of Audience it is classified into
three parts
• Consumer Magazine
• Farm Magazine
• Business Magazine

8. Consumer Magazine:
• Used for general public for information or
entertainment
• SRDS(Standard rate & data services) divides 2700
domestic consumer magazine into 75 classification
• It covers sports, editorial, travel & women’s.
• Two third of revenue comes from ad
Like: India Today, Saras salil, Readers digest, Vanitha etc.

9. Farm Publication:
• 2nd major SRDS category, dedicated to farmer
& their family
• Approx 300 publication comes under 9
different classification.
Like: successful Farming, Progressive Farmer,
Beef, etc

10. Farm Magazine

11. Business Publication:
• It dedicated to business industries & occupation.
• SRDS classified it into 9300 diff. publication into
220 classification
Several classifications are
National law for Lawyers
Iron & steelmaker: for steel indst
Restaurant business: for restaurant

13. Advantage of Magazine:
• Selectivity
• Production Quality
• Creative Flexibility
• Permanence
• Prestige

14. Disadvantage of Magazine:
• Cost
• Limited Reach
• Limited Frequency
• Long Lead Time
• Clutter

15. Magazine ad selling:
• Full page ad generate 30% more readership
• Full page 4 color ad increase 6%-60% more
readership
• Ad purchase on quarter, half, & Full page. It
may be color or simple black & white

16. Future of Magazine:
Increasing of several medium of communication
directly hurted the magazine. Following point
required to tackle to overcome from this
• Stronger Editorial Platform
• Circulation management
• Cross magazine & Media Deal
• Database marketing
• Online marketing

18. Fact of World
Top 5 Countries(newspaper reader per day)
China: 93.5 million
India: 78.8 million
Japan: 70.4 million
United States: 48.3 million
Germany: 22.1 million

19. In World( Top Newspaper of world)
Yomiuri Shimbun, Asahi Shimbun, Mainichi
Shimbun
Around 75 of the 100 best selling newspapers
are in Asia and seven out of top ten are
Japanese newspapers.
The Times of India is the largest circulated
English-language daily newspaper in the world

20. Most circulated Newspaper:
Dainik Jagran (with 55.7 million)
Dainik Bhaskar (with 44.9 million)
The Times of India (13.3 million)
Hindustan Times (6.3 million)
The Hindu (5.2 million)
The New Indian Express(1.8 million)
Malayala Manorama(1.8 million)

22. It is the second major form of print media
Types of Newspaper:
Daily:
Publish weekday, 60% youth read daily & 68% in weekend
Weekly:
mostly publish in small town
National newspaper:
Circulated nationwide, TOI, HT, TH, Dainik Jagran
Regional Newspaper:
Circulate in some specific area
Like: Ranchi express, Prabhat khabar in Jharkhand
Special Audience Newspaper:
It offers some specialized news. Like ET
NP supplement:
It is additional with paper in specific day. Like Education times with TOI

23. Display Advertising:
• Found in throughout the newspaper
• 70% of ad come from it
• It is of two types
• Local Display ad: Use supplement paper
• National Display ad: Use main paper

25. Classified Ad:
Provide good amount of revenue
Arranged under subheads of product
Most of them in small size or may be in color
Print Inserted:
Used by retailers or vendors
Insert pamphlet inside paper

26. Advantage of Newspaper:
• Extensive Penetration
• Flexibility
• Geographic Selectivity
• Involvement/acceptance
• Service offered

27. Disadvantage of Newspaper:
• Low production Quality
• Short life
• Heavy Ad competition
• Poor placement

28. Newspaper Future:
As it publish daily so its future is good
It has to maintain following point to be market
competition
• Competition from other media
• Circulation
• Attracting & Retaining Readers
• Cross media buys