Indian Print Industry

  • With a number of international magazines expanding operations in India, the market is expected to continue growing, in spite of the growth of digital, mobile and social media.
  • Business magazines are by far the most common and popular in India, followed by entertainment (Bollywood), current affairs, fashion and travel magazines.
  • Concepts such as integrated newsroom, OneIndia, and capacity sharing are emerging in the industry.
  • Growth in Tier II and Tier III cities is providing a steady impetus to the Indian print industry.
  • Emerging economies such as China, India, Russia and South Africa will see the fastest growth in B2B magazines.
  • Between 2013 and 2018, India is projected to be the second fastest growing advertising market in Asia.
 

"Given India’s demographics and socioeconomic parameters, there is a huge amount of runway left for the print industry in general, Hindi in particular, to grow in terms of volume and revenue. The threat posed by digital media is mostly applicable to the big cities, while the regional markets still remain relatively insulated."

Piyush Gupta
Chief Financial Officer, HT Media

"In the past decade, regional dailies have witnessed much higher revenue growth rate than their English counterparts. This has primarily been driven by higher consumption growth and thus the increased focus of advertisers on Tier !! and Tier III towns. A combination of these factors makes the future look quite promising for regional language publications."

Bijoy Sreedhar
Sr. Executive Vice President Lokmat

"Growing middle classes will drive consumer magazine revenue. Countries such as India and Mexico are seeing growth in their middle classes spurring total consumer magazine revenue, with forecast CAGRs of 4.5% and 3.8%, respectively. Importantly, these countries are still seeing growth in print as the emerging consumer classes buy lifestyle magazines and those focused on luxury goods."

Global Entertainment Media Outlook
PWC
 
 

Business Drivers

business-drivers
 

Consumer Behavior

consumer-behavior
 

Print Media – Market Size

US $ (million) 2010 2011 2012 2013 2014
Advertising Revenue 1.90 2.1 2.26 2.46 2.66
Circulation Revenue 1.01 1.04 1.13 1.22 1.31
Total Print Market 2.91 3.14 3.39 3.68 3.97
Newspaper Revenue 2.75 2.97 3.18 3.47 3.76
Magazine Revenue 0.16 0.18 0.19 0.21 0.21
Total Print market 2.76 3.15 3.37 3.68 3.97
Note: Slight variation in the sum total of "Total Print market" is due to conversion of INR into USD currency
Source: FICCI –KPMG Report 2015
 

Media Consumption

media-consumption

Base (000s) - 962,389 Figures in 000s Figure in brackets indicate growth over IRS 2013

Source: IRS (Indian Readership Survey) 2014

 

Segmentation

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Business World, Business Today Segment: business savvy readers

 
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Femina, Cosmopolitan Segment: people at the top of the pyramid

 
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Women's era, Savvy Segment: upper middle class women

 
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Grihshobha, Manorama Segment: women in tier-2/3 cities

 
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Tinkle, Chandamama, Champak Segment: kids

 
 

Top Magazines

Magazines Language Periodicity Readership* Growth %
      2013 2014  
Vantiha Malayalam Fortnightly 2,762 2,829 2%
Pratiyogita Darpan Hindi Monthly 1,457 1,687 16%
India Today English Weekly 1,532 1,634 7%
India Today Hindi Weekly 1,151 1,364 9%
Saras Salil Hindi Fortnightly 1,174 1,354 15%
Samanya Gyan Darpan Hindi Monthly 1,094 1,309 20%
Grihshobha Hindi Fortnightly 979 1,057 8%
Mathrubhumi Arogya Masika Malayalam Monthly 928 974 5%
Manorama Thozil Veedh Malayalam Weekly 1012 873 -14%
Jagran Josh Plus Hindi Weekly 783 821 5%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top English Magazines

Magazines Language Periodicity Readership* Growth %
      2013 2014  
India Today English Weekly 1,532 1,634 7%
Pratiyogita Darpan English Monthly 571 689 21%
General Knowledge Today English Monthly 507 621 22%
The Sportstar English Weekly 543 528 -3%
Competition Success Review English Monthly 394 466 18%
Outlook English English Weekly 452 425 -6%
Readers Digest English Monthly 356 348 -2%
Filmfare English Fortnightly 276 342 24%
Diamond Cricket Today English Monthly 263 321 22%
Femina English Fortnightly 259 309 19%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top Hindi Magazines

Magazines Language Periodicity Readership* Growth %
      2013 2014  
Pratiyogita Darpan Hindi Monthly 1,457 1,687 16%
India Today Hindi Weekly 1,151 1,364 19%
Saras Salil Hindi Fortnightly 1,174 1,354 15%
Samanya Gyan Darpan Hindi Monthly 1,094 1,309 20%
Grihshobha Hindi Fortnightly 979 1,057 8%
Jagran Josh Plus Hindi Weekly 783 821 5%
Cricket Samrat Hindi Monthly 643 693 8%
Diamond Cricket Today Hindi Monthly 404 639 58%
Meri Saheli Hindi Monthly 562 634 13%
Sarita Hindi Fortnightly 476 553 16%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top Regional Magazines

Magazines Language Periodicity Readership* Growth %
      2013 2014  
Vanitha Malayalam Weekly 2,762 2,829 16%
Mathrubhumi Arogya Masika Malayalam Monthly 928 974 5%
Manorama Thozilveedhi Malayalam Monthly 1,012 873 -14%
Kumudam Tamil Weekly 769 800 4%
Karmasangsthaan Bengali Monthly 614 772 26%
Mathrubhumi Thozhilvartha Malayalam Weekly 874 754 -14%
Grihalakshmi Malayalam Monthly 826 750 -9%
Malayala Manorama Malayalam Weekly 661 710 7%
Kungumam Tamil Weekly 658 703 7%
Karmakshetra Bengali Weekly 600 680 13%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top Newspapers

Newspapers Language Periodicity Readership* Growth %
      2013 2014  
Dainik Jagran Hindi Daily 15,527 16,631 7%
Hindustan Hindi Daily 14,246 14,746 4%
Dainik Bhaskar Hindi Daily 12,857 13,830 8%
Malayala Manorama Malayalam Daily 8,565 8,803 3%
Daily Thanthi Tamil Daily 8,156 8,283 2%
Rajasthan Patrika Hindi Daily 7,665 7,905 3%
Amar Ujala Hindi Daily 7,665 7,808 10%
The Time Of India English Daily 7,665 7,590 5%
Mathrubhumi Malayalam Daily 6,136 6,020 -2%
Lokmat Marathi Daily 5,601 5,887 4%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top English Newspapers

Newspapers Language Periodicity Readership* Growth %
      2013 2014  
The Time Of India English Daily 7,254 7,590 5%
Hindustan Times English Daily 4,335 4,515 4%
The Hindu English Daily 1,473 1,622 10%
Mumbai Mirror English Daily 1,084 1,195 10%
The Telegraph English Daily 937 1,003 7%
The Economic Times English Daily 722 834 16%
Mid Day English Daily 500 573 15%
The Tribune English Daily 453 507 12%
Deccan Herald English Daily 458 442 -3%
Deccan Chronicle English Daily 337 361 7%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top Hindi Newspapers

Magazines Language Periodicity Readership* Growth %
      2013 2014  
Dainik Jagran Hindi Daily 15,527 16,631 7%
Hindustan Hindi Daily 14,246 14,746 4%
Dainik Bhaskar Hindi Daily 12,857 13,830 8%
Rajasthan Patrika Hindi Daily 7,665 7,905 3%
Amar Ujala Hindi Daily 7,071 7,808 10%
Patrika Hindi Daily 4,628 4,847 5%
Prabhat Khabar Hindi Daily 2,719 2,988 10%
Navbharat Times Hindi Daily 2,480 2,736 10%
Hari Bhoomi Hindi Daily 2,757 2,571 -7%
Punjab Kesari Hindi Daily 2,291 2,377 4%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Top Regional Newspapers

Magazines Language Periodicity Readership* Growth %
      2013 2014  
Malayala Manorama Malayalam Daily 8,565 8,803 3%
Daily Thanthi Tamil Daily 8,156 8,283 2%
Mathrubhumi Malayalam Daily 6,136 6,020 -2%
Lokmat Marathi Daily 5,601 5,887 5%
Anandabazar Patrika Bengali Daily 5,515 5,653 3%
Eenadu Telugu Daily 5,380 5,608 4%
Gujarat Samachar Gujarati Daily 4,339 4,642 7%
Daily Sakal Marathi Daily 3,707 4,007 8%
Sandesh Gujarati Daily 3,724 3,849 3%
Sakshi Telugu Daily 3,368 3,694 10%
Base (000s) - 962,389 * Air, Figures in 000s
Source: IRS 2014
 

Advertising in India in 2015 Revenue Share

advertising-img
 

Big Spenders on Print

big-spenders
Source: Pitch Report 2015
 

Digital Advertising Market in India

"The Digital ad spend itself is a collection of multiple marketing strategies ranging from search and display advertising, to e-mail, mobile and video ads, social, sponsored content and more recently SMS based advertising. As marketers continue to increase the focus on technologies to effectively reach the customer through a mix of these online platforms, digital spends are projected to increase to USD 944 million by the end of 2015 at a YoY rate of 44 per Cent. The eCommerce industry has posted a growth of 338 per cent in ad spending, making it the top digital ad spender in 2014 with INR495 Cr, ahead of last year’s top spender, the telecom sector 47. The reason for the exponential jump in spends by eCommerce companies is their realization ROI using digital marketing techniques such as interest based targeting, mobile ads, native advertising and retargeting/remarketing. This ad spend figure is estimated to grow further, with an increasing number of customers migrating to e-tail and mcommerce."

Source: FICCI –KPMG Report 2015
 

Digital advertising spending in India from 2012 to 2018

digital-advertising

This statistic contains data on digital advertising spending in India in 2012 and 2013 with a forecast until 2018. The source projected the spending would grow from 0.45 billion U.S. dollars in 2012 to 1.78 billion in 2018.

Source: FICCI –KPMG Report 2015
 

Digital Media Industry Wise Ads Spends

US $ (million) 2013 2014
E-Commerce 17.08 74.82
Telecom 47.77 62.43
FMCG 54.72 58.20
BFSI 40.96 45.80
Travel 40.96 45.80
Auto 44.44 41.57
Education 23.88 29.17
IT/ITeS 27.36 33.25
Others 44.44 24.94
Source: FICCI –KPMG Report 2015
 

Digital ad spend mix in India

digital-ad-spend

Traditionally, search and display advertising have dominated the digital ad spends. However, in 2014, while both search and display continued to maintain their lead, the percentage share of spend on these media dropped. On the other hand, better ad performance and greater scope of reach and engagement on mobile, social and video has been instrumental in improving their share to 14 per cent, 18 per cent and 12 per cent respectively in 2014.

Source: FICCI –KPMG Report 2015
 

Opportunities and Challenges

Opportunities

  • Reach people when they are most likely to buy
  • Tailored to advertising goals
  • Efficient pricing
  • Know where the ads appear
  • Regional and vernacular markets will continue an upward trajectory
  • Local language campaigns are leading to an increase in local advertising spends

Challenges

  • Dependency on advertising for revenue
  • Decrease in paid circulation sales over the past decade
  • Competition from free Internet sources
  • Adapt to the digital upheaval and technological challenges of keeping up with the evolving ecosystem
  • To reskill and train the existing talent to adapt new technologies across key business performance areas
 

Indian Regulations - Foreign Direct Investment (FDI)

Sector/Activity % of Equity / FDI Cap Entry Route
Publishing of newspaper and periodicals dealing with news and current affairs 26% (FDI and investment by
NRIs/PIOs/FII/FPI)
Government
Publication of Indian editions of foreign magazines dealing with news and current affairs 26% (FDI and investment by NRIs/PIOs/FII/FPI) Government
Publishing/printing of scientific and technical magazines/specialty journals/ periodicals, subject to compliance with the legal framework as applicable and guidelines issued in this regard from time to time by Ministry of Information and Broadcasting 100% Government
Publication of facsimile edition of foreign newspapers 100% Government
 

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