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Business News›Industry›Media/Entertainment›Media›Print media holds ground as advertisers back reach, credibility and premium audiences

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Print media holds ground as advertisers back reach, credibility and premium audiences
Synopsis

Print media in India has shown resilience amid global downturns with increased advertising revenue and volumes. As brands continue to invest in print, the festive season is expected to boost spending significantly. Data indicates that English dailies experienced a rise in advertising revenue from accredited agencies, marking a growing trend. This year's festive season is anticipated to drive higher advertising volumes in various sectors.

Reuters

Mumbai: Print media in India is bucking the global downturn, with advertising revenue and volumes holding up as brands continue to value the medium's reach, credibility and ability to deliver highly engaged audiences. The resilience is getting an additional boost from the festive season, with advertisers stepping up spending across key categories, while publisher-led events are creating an additional avenue for brands to leverage print, said industry executives.



Advertising revenue for English dailies from accredited agencies rose 3.83% to ₹3,590 crore, according to Indian Newspaper Society (INS) data. Their share of advertising business from accredited agencies increased to 43.9% from 42.02% a year earlier, as brands bet big on premium ad inventory amid growing fragmentation in the media landscape.



Also Read: Strong outlook: Indian print media industry is poised to record robust growth in 2024

Indian-language dailies recorded ₹4,545 crore, compared with ₹4,718 crore in 2024, a Lok Sabha election year when advertising revenue received a boost from election-related spending. Overall advertising business reported by INS members stood at ₹14,774 crore in 2025, compared with ₹15,316 crore in 2024.



The trend comes as newspaper publishers increasingly diversify beyond print to change their revenue mix.

ET Bureau

A recent Crisil Ratings study said non-print businesses, including digital, outdoor advertising and events, could account for around a quarter of revenue at major newspaper groups this fiscal, up from about 13% in 2019. The shift is expected to provide a cushion as traditional print revenue remains under pressure.

"This festive season looks very promising for marketers and consumers alike. Household consumption is holding up, two-wheelers and consumer durables are growing, and retail credit is expanding. Marketers and brand managers are using that buoyancy and the strength of print to drive sales and lift their categories," said Sivakumar Sundaram, CEO, The .



"We have seen advertising volumes increasing significantly in festive driven sectors like financial services, FMCG, mobiles and retail jewellery. These volumes point to a strong festive season in the coming weeks," he added.

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