Print publications’ circulation rises, finds ABC report
Print circulation of member publications grew
at 5.04% CAGR between 2008 and 2015, says Audit Bureau of Circulations
New Delhi: The Audit Bureau of
Circulations (ABC), the non-profit body for measuring and auditing newspaper
and magazine circulation in the country said on Monday that print circulation
of its member publications grew at 5.04% CAGR (compound annual growth rate)
between 2008 and 2015.
“This growth by print publications was
achieved due to new titles entering various market places as well as existing
titles expanding their reach by starting new editions/printing centres at
various locations,” the media auditor said in its latest report.
Most member publications certified by ABC
(across various languages) have shown a growth in circulation.
Hindi publications were at the forefront of
this.
According to Mallikarjun Das, chief executive
at Starcom MediaVest, a media buying agency, Hindi and regional newspapers in
India are seeing volume growth. “They are growing organically and getting more
and more mainstream,” he said.
English newspapers are growing, too, but not
as much, said the report.
“English dailies are growing on the back of
premiumization. Circulation growth is low but the revenues are coming in from
high end and premium advertising positions like jacket ads and full pages,”
explained Das.
According to media agency GroupM, part of
global advertising group WPP Plc, print media is expected to have a better year
in 2016 compared to 2015 in terms of advertising revenue. The findings were
part of its ‘This Year Next Year’ report published in January 2016.
Print advertising will expand 6%, compared to
5.2% last year, the GroupM report said. Print advertising is estimated to touch
Rs.17,674 crore by the end of 2016.
“The increase in ad spends expected from
print-heavy sectors like auto, banking and finance and the government sector
augurs well for newspapers. Regional advertising of telecom and consumer
product brands will benefit language dailies,” said the report.
ABC will also be entering the field of
digital measurement along with Nielsen, a global information and measurement
company in the next few months.
“The digital measurement service will be
generally available for the benefit of all digital properties within the next
few months,” ABC said in a statement.
Source | Mint – The Wall
Street Journal | 31 May 2016
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