AD Agencies
Lintas Media Guide 2006 Print pocketed 57% of the total ad spends in 2005
Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by.Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.
Expansion clearly has been the mantra for the print industry all through 2005. Across publications there have been launches of editions across cities or to penetrate into the lower pop-strata. Increasing competition has brought more and more supplements everyday to seek niche reader segments. The battle of the dailies in Mumbai market is an example of the expansion drive and the result of competition adding to the product. In magazines due to the allowing of foreign direct investment (FDI) we have seen the start of foreign mastheads coming to India and this will only get faster in the years to come.
Publishers are seeing a balance between driving subscription revenues and advertising revenues. While a few have been able to push up issue prices, most others have kept the issue prices stable. Need to garner growing advertising revenues is aided by the geographical expansion and the niche targeting possible by supplements.
Print advertising had a share of 57 per cent of the total ad spends for the year 2005. The buoyant categories such as finance, education, auto, retail, etc are all set to adding a lot to the advertising revenues further for the print industry. Realising their strength in terms of ground network, most publication networks are extending their services beyond print space selling to solutions that give a combination of print advertising along with activation programmes at the ground level. Some publications are also able to extend the solution into the web space or other media depending upon the properties they own or are aligned with.
Like TV, advertising avoidance is an issue for print advertisers too and there are more and more instances of innovative advertising. Advertorials are also increasing besides all efforts to align with related content. However, these as yet form a minuscule percentage of the total advertising space though it is expected to grow in the years to come.
Readership research does not offer anything new and the issues between the IRS (Indian Readership Survey) and NRS (National Readership Survey) continues as always. There is a need for the print research to reevaluate the needs of the medium and reorient their offering.
|
GROWTH OF PUBLICATIONS
|
| Language |
2003
|
2005
|
||||
|
#
|
Circ(mm)
|
%
|
#
|
Circ(mm)
|
%
|
|
| Hindi |
213
|
13.1
|
28
|
203
|
12.4
|
25
|
| English |
174
|
10.1
|
22
|
166
|
10.6
|
22
|
| Marathi |
57
|
2.9
|
6
|
43
|
2.9
|
6
|
| Tamil |
39
|
3.2
|
7
|
37
|
3.6
|
7
|
| Gujarati |
32
|
2.7
|
6
|
34
|
1.1
|
2
|
| Bengali |
28
|
2.9
|
6
|
31
|
3.1
|
6
|
| Malayalam |
32
|
5
|
11
|
33
|
6.1
|
13
|
| Kannada |
27
|
1.5
|
3
|
26
|
1.8
|
4
|
| Telegu |
20
|
2.2
|
5
|
18
|
2.7
|
6
|
| Other |
83
|
3.1
|
7
|
76
|
4.4
|
9
|
| Total |
705
|
446.7
|
100
|
667
|
48.7
|
100
|
|
READERSHIP TREND
|
|
Claimed Readership(%)
|
2004 (IRS ‘03 R2) | 2005 (IRS ‘05 R2) | ||||
|
All India
|
Urban
|
Rural
|
All India
|
Urban
|
Rural
|
|
| Dailies | 33.2 | 54.7 | 24.8 | 35.9 | 56.1 | 27.0 |
| Magazines | 13.6 | 25.3 | 8.7 | 14.5 | 25.5 | 9.6 |
| Any Publication | 34.6 | 56.4 | 25.4 | 37.5 | 58.1 | 28.5 |
| Source: IRS 2005 R2 | ||||||
The Times of India tops the English dailies list when it comes to the top five dailies according to IRS 2005 R2 (all India average issue readership). Hindustan Times, Hindu, Telegraph and Deccan Chronicle (in that order) follow in the list.
In the regional dailies category, Dainik Jagran rules the roost, whereas Dainik Bhaskar, Daily Thanthi, Amar Ujala and Malayala Manorama follow suit.
In the Top five English magazines, India Today tops the charts, whereas Readers Digest, General Knowledge Today, Filmfare and Competition Success Review feature in the top five list.
In the regional magazines category, Saras Salil is the top read magazine. Vanitha, Kumudam, Grihsobha and India Today (Hindi) also feature the top five list.
|
PRINT TOP CATEGORIES IN 2004 – 2005
|
|
Category
|
2004
Rs crores |
Category
|
2005
Rs crore |
| Educational Institutes |
435
|
Educational Institutes |
506
|
| Corporate Brand Image |
400
|
Property / Real Estate |
362
|
| Car / Jeeps |
300
|
Corporate Brand Image |
323
|
| Property / Real Estate |
272
|
Car / Jeeps |
304
|
| Two Wheelers |
257
|
Independent Retailers |
250
|
| Coaching Centers |
146
|
Two Wheelers |
222
|
| Financial reports |
145
|
Readymade Garments |
166
|
| Cellular Phone Services |
138
|
Coaching Centers |
156
|
| Social Ads |
125
|
Cellular Phone Services |
144
|
| Events |
121
|
Travel & Tourism |
142
|
| Source: Tam Adex & Lintas Media estimates based on indicative market costs | |||
|
PRINT TOP ADVERTISERS IN 2004 – 2005
|
|
Advertiser
|
2004
Rs crores |
Advertiser
|
2005
Rs crore |
| Maruti Udyog Ltd |
135
|
Hewlett Packard |
115
|
| Bajaj Auto LTD |
100
|
LG Electronics India |
86
|
| LG Electronics India |
89
|
Hero Honda Motors |
72
|
| Samsung India |
85
|
Bajaj Auto LTD |
72
|
| Tata Motors |
69
|
Maruti Udyog LTD |
63
|
| Hero Honda Motors |
65
|
Tata Motors |
57
|
| TVS Motor Co |
60
|
Pantaloons Retail India |
56
|
| Hyundai Motor India |
59
|
Hyundai Motor India |
56
|
| Hindustan Lever LTD |
57
|
Samsung India |
54
|
| Hewlett Packard |
54
|
Toyota Kirloskar |
52
|
| Source: Tam Adex & Lintas Media estimates based on indicative market costs | |||
Stay tuned for the next in the series…
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
