Print media's ad revenue is a sorry tale

Print media advertising revenue leapt to Rs 16,000 crore in 2021, rising from Rs 12,000 crore in 2020. The trend is expected to continue in the foreseeable future with the revenue projected to jump to Rs 18,000 crore this year. Newspapers and magazines are expected to get a revenue share of over 20% in the overall advertising market - higher than the global share of 5% with newspapers facing an uncertain future elsewhere. Although the news seems to bring a glimmer of hope, the reality is that the advertising revenue of print media would stand at the same level in 2022 as it was in 2019. Arguably, the trend is not flat but declining at a fast pace. In 2005, newspapers and magazines got the lion's share - as much as 53% - of all advertising in India. In contrast, digital media is set to get 45% and television 40% of advertising revenue in 2022 while print, radio and outdoor will have to contend with the remaining.