Print to continue its growth trajectory in 2017: MV Shreyams Kumar

MV Shreyams Kumar, Director, Mathrubhumi, gives his insights on the factors that are likely to drive growth for print media in 2017 as well as some challenges ahead. 

The year 2017 for the newspaper industry in general, on a national level and regional press, is likely to continue its growth trajectory and expected growth could largely come from Tier 2 and 3 cities, which are also major consumption markets for sectors such as FMCG, retail and e-commerce, resulting in commensurate growth in advertising. 

We also feel that the suggested improvements in the IRS will provide setting up of a relevant measurement standard, one which intends to restore the faith of the print community in the coming year. Research data is invaluable and the industry is looking forward to readership data that is factual and robust. 

There are moves by the DAVP to force print media to accept releases of various public sector undertakings at DAVP rates. Some years ago the government tried a similar move, which was strongly objected to by the INS and print media as a whole. As a result of which the move was dropped. Now again, the same is being done through the back door, that is, DAVP. This is unfair and unreasonable. Already the print media has extended special rates to DAVP to apply to releases from ministries and government undertakings for ads that are not of a commercial nature; but now what is being mooted is to extend DAVP rates to commercial business establishments like banks, oil companies and others. All this, without even discussing with the INS. It is our firm belief that DAVP will desist from this unilateral move. 

The media landscape in Kerala will see continued growth for the print medium. Even though television penetration has increased, the circulation of newspapers has also grown, indicating continuance of deep-rooted habits in Kerala households. Also, television is largely seen as an entertainment medium. Viewers look forward to the next day’s newspaper to validate or confirm what they saw on television; such is the belief in the printed word!