India

Centre Raises Print Media Ad Rates By 26%

The Centre on Monday increased print media advertisement rates by 26% and introduced a premium for colour ads to support the print media ecosystem.

The move aims to strengthen revenue streams for newspapers and sustain quality journalism in a competitive media environment.

The black-and-white advertisement rates for print media per sq cm for one lakh copies of dailies rose from Rs 47.40 to Rs 59.68.

The government also approved premium rates for colour ads and preferential positioning, according to the Ministry of Information & Broadcasting.

Higher government ad rates will provide essential financial support to newspapers. This support will help.

The additional revenue can also enable local news initiatives and allow print media to invest in better content, serving public interest more effectively.

The Central Bureau of Communication (CBC), under the Ministry of Information and Broadcasting, handles government publicity campaigns in various media, including print.

The last revision of print ad rates occurred in 2019, based on the 8th Rate Structure Committee’s recommendations.

The 9th Rate Structure Committee, chaired by AS&FA (I&B), was formed on November 11, 2021, to review government advertisement rates.

Between November 2021 and August 2023, the committee considered feedback from various newspaper associations.

The committee consulted the Indian Newspaper Society (INS) and the All India Small Newspapers Association (AISNA).

It also engaged the Small-Medium-Big Newspapers Society (SMBNS), which represents small, medium, and large publications.

The committee evaluated multiple factors affecting ad rates, including WPI inflation in newsprint and wages.

It also considered imported newsprint prices, processing costs, and overall inflation.

It submitted its recommendations on September 23, 2023, which formed the basis for the new rates.

The upward revision aligns government advertising with broader media trends and recognises the continuing value of print media.

By investing in newspapers, the government can ensure its messages reach citizens effectively across multiple platforms. It can also support the media sector’s stability and growth.

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Pragati Upadhyay

I report stories and occasionally rescue facts from chaos. By profession, I’m a journalist; by conviction, a social worker who believes words should move people, not just headlines. I question power, celebrate ordinary heroes, and sometimes irritate the comfortable. If truth had a shift, I’d probably be working overtime.