The current situation of the most popular Indian n

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The current situation of the Indian newspaper industry: the clouds are not over but there is still growth potential

the Indian newspaper industry has experienced a process from thick to thin and gradually to thick from last year to now. After the economic crisis, many Indian newspapers began to cut some unnecessary pages. For example, the New Delhi City edition of the times of India can reach more than 20 pages at most, and at least 4 pages in December. If there is still a ray of sunshine in the gloomy sky of India's media industry, it is the growth potential of this market. According to statistics, despite the impact of the economic crisis, the growth rate of Indian media in 2009 is expected to reach double digits

due to work needs, the newspaper based in New Delhi has subscribed to 10 and 5 magazines. In December last year, when the financial crisis was a time of panic, it was obvious that the thickness of the newspaper in hand every morning was thinning. It can also be seen from the layout that there were few full page advertisements, and only a quarter to half of the advertisements of some large companies were left. Only the government advertising remains the same, but it needs connections to get such fat meat. In order to save costs, many newspapers began to cut some unnecessary pages. For example, the original New Delhi City edition of the times of India can reach more than 20 pages at most, and only 4 pages at least in December. Other major English newspapers such as Hindustan Times, Hindu daily and Indian Express also have similar situations

since the first quarter of this year, the situation seems to show some signs of recovery. The reason is simple: every morning a stack of newspapers begins to get thicker and thicker. First, there are more advertisements. As the first wave of the financial crisis passed, the financial situation of some Indian enterprises in consumer goods, household appliances, food and other industries improved, and they soon increased their advertising investment. Secondly, India's fiscal year ends on March 31 every year, so the government and enterprises have some annual budgets to spend before the end of the first quarter. During this period, government advertising increased significantly, which may also be part of the economic rescue plan. Third, the one month long national election, which began in April, has brought new opportunities for the advertising revenue of the media. For example, the Hindustan Times, which ranks first in New Delhi in terms of circulation, charges about 400000 rupees (about 10000 US dollars) for each page of advertising. The Congress party, which won the election, put a considerable number of full page advertisements during the election campaign

the cloud is not over yet

there is a story that says: in the economic crisis, the boss of a company is facing the dilemma of failing to pay bonuses to employees at the end of the year. After much thought, the boss came up with an idea. First, they told the company that the company needed to lay off staff due to the economic crisis. As a result, everyone was in danger. Before the new year, they suddenly announced that they would not lay off staff this year. As a result, all the employees were happy and of course they forgot about the dividend at the end of the year

the impact of the financial crisis on the Indian media industry is also obvious. The International Affairs Department of India's second largest English weekly said that the advertising revenue of its magazine fell by about 20% in the last quarter of last year. Although there have been no layoffs so far, the financial situation of the magazine is still tense. All staff from the editor in chief to below have their salaries cut. A friend of the economic times, India's main financial newspaper, told me that the business situation of their newspapers was still not ideal. At the end of last year, when the financial crisis was at its worst, the newspaper office had already laid off some distribution staff. Although there has been no reduction so far, everyone feels very uncertain about the future

some local media colleagues believe that the worst may be over. What worries people is that they do not know when there will be a real turnaround. In any case, it is unlikely that the days of India's newspaper industry, like those of previous years, will be repeated in 2009. When the financial crisis was rampant last year, the Indian media association even made a request to the Indian government for industry assistance, including reducing the tax rate of imported paper, further increasing the proportion of foreign investment, lowering the threshold of domestic investment and a series of requirements

growth potential

if the sky aerogel full of haze in India's media industry is a kind of ultra light solid material with nano porous structure, and there is still a glimmer of sunshine, that is the growth potential of the market itself. According to statistics, since 2004, the Indian media industry has been growing at a rate of more than 18% year after year, reaching an annual growth rate of 20% in 2007 and 2008. Among them, newspapers and television have ranked among the top two in the industry, accounting for 48% and 38% of the total media revenue respectively. Despite the impact of the financial crisis, the growth rate of Indian media in 2009 is expected to reach double digits

an important background for India to stand out in the global newspaper industry recession is that India is in the development stage of economic take-off. Some American scholars pointed out that the printing media in the western developed society has started to decline in the past 20 years, and the current financial crisis has only accelerated its decline. In contrast, India's economic policy since 1991 has escorted the development and reform of recycled plastic granulator. It has shown its staying power since the beginning of the 21st century. The national economy has been growing at a continuous rate of more than 8%, and the advertising expenditure of enterprises has been growing at a continuous rate of more than 10%, providing a good external environment for the vigorous development of India's media industry

the increase of economic income, the improvement of literacy rate and the deregulation of policies are the main specific factors for the rapid development of Indian media, especially the newspaper industry. The number of the Indian middle class has increased from 1million 20 years ago to about 200million at present. For those families who are promoted to the middle class, the first thing to show their identity is to subscribe to an English newspaper. When I first came to India six years ago, a friend had only Hindi version of "new India" in his home. Now, an English version of "times of India" has been added

the improvement of residents' literacy rate has also promoted the rapid development of newspaper media. According to the authoritative national survey on readers in India, the number of newspaper readers in India continued to grow steadily in 2008. Among them, the number of readers of Hindi newspapers, which occupy the top five in circulation, grew rapidly, with a maximum increase of 25%. With the improvement of literacy rate, the number of newspaper readers in India has more than tripled in the past 30 years

India's economic reform since 1991 has relaxed many restrictions on the media, such as abolishing the original restrictions on private television stations and prohibiting foreign investment from participating in the media field, which has brought new vitality to the development of the media. In 2002, India allowed foreign capital to enter the print media for the first time, with the maximum investment ratio of 26%. In 2005, it relaxed the proportion of foreign capital in non newspapers and magazines to 100%. In only one and a half years from 2004 to 2005, the Indian media has absorbed us $300million in foreign funds, and another US $250million is about to be paid in

according to the latest figures, the number of newspapers in India reached a record 60000, the circulation exceeded 100million, and the number of readers reached 200million. New newspapers continue to emerge, and 2100 varieties were born in 2006 alone. Both foreign and domestic investment in the media sector are very active. The average return on investment in the newspaper industry is more than 25%, and some leading newspapers have achieved an annual growth of 40%. It is predicted that the circulation of Indian newspapers can reach up to 350million, and the newspaper industry still has 10 to 15 years of development opportunities in the future

the Indian newspaper industry, which has regained some vitality, is seeking change and exploring new ways to consolidate the status of half of its media industry. In this way, according to the survey report of a consulting company in Mumbai, India, there have been four waves in Indian newspapers since 2008, which will continue in the foreseeable future

wind of change. With the aim of seeking innovation and change, the slogan is to subvert the tradition, and the front page influence is constantly improving. Following the rise of color style change in Indian newspapers five years ago, the times of India, the country's largest English newspaper known for its leading trend, took the lead in launching a new approach of half covering advertisements on the front page last year. From the actual effect, advertisers are very fond of this form, and the rapid imitation of other newspapers is a proof. In addition, some new attempts to pursue change are also made, such as the cartoon exaggeration of the headlines as Google did, and the order of changing the editions according to the market demand and readers' feedback

tabloid. There are two meanings here. One is that tabloids based on gossip are springing up like mushrooms. The other is that the paper size of newspapers is becoming smaller. For example, the two tabloids, the mail today and the city daily, launched last year, are characterized by society and big pictures. They are very popular among young people and the emerging middle class. Their flexural modulus of elasticity is, and they soon achieved good publishing results. The year before last, casting, jointly launched by Hindustan Times and Wall Street times, although positioned as a serious financial newspaper, adopted a small format in order to look more eye-catching

dialect style. It is only called dialect for the unification of subtitles. In fact, there are 23 official languages in India. Therefore, it is more accurate to say that it is a local language style. It means that major Indian media groups break the traditional concept. For example, financial newspapers are generally limited to English and open up to other languages. Since 2007, the economic times has published financial newspapers in Gujarati and Hindi in Gujarat and New Delhi respectively, and standard business week will soon publish its Hindi Edition in New Delhi and Mumbai

supplement style. It has become a common practice for print media to issue various supplements with relatively independent, exquisite texture and specific content. The contents of the supplement cover everything from fashion, tourism, employment to entertainment, education, science and technology. Generally, it is published on a relatively fixed day every week. For some specific readers, it may also increase the coverage of a special topic in a specific period. For example, when the financial crisis just broke out, almost all newspapers' career pages are thick stacks

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