Monday, May 30, 2016

Print publications’ circulation rises, finds ABC report



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
Regards

Pralhad Jadhav
Senior Manager @ Library
Khaitan & Co


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