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AN INDEPTH STUDY OF NEWSPAPER AND
MAGAZINE ADVERTISING IN INDIAN
ADVERTISING INDUSTRY
PRESENTED
TO
HEMCHANDRA CHARYA NORTH GUJARAT UNIVERSITY
PRESENTED
BY
DHIMANT VYAS(26)
MRUNAL VAZA(58)
PALAK PATEL(05)
TEJAS GADHVI(11)
VIJAY PANDYA(14)
 Role
of print advertisement.
 Contribution in GDP.
 Players
 Growth Rate
INDUSTRY LIFE CYCLE
140000
118064
120000
Rs.(in Million)
100000
97633
80000
73004
64471
60000
59639
40000
20000
32396
24500
27950
35064
42125
39857
29796
26360
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007









P.E.S.T Analysis
FIVE FORCE Analysis.
Opportunities And Threat.
B.C.G Matrix
9 Cell Matrix
Key Success Factors
Driving Force
Revenue Driver
Life Cycle
Service tax
 political lobbing
 FDI
 Import duty
 Regulations






Effect on inflation (CII presentation 2008)
Cost of operation
AD spends
Price of newsprint
Global crises (Source: equity master November 30, 2007)
ASCI norms
 Ban on ads
 Bad effect on society.
 Social Barriers
 RTI Act
 Literacy level

Way Mack
 45 GSM
 City line

competition
Tie up with foreign
players
Area of competency
Fragmented Industry
Cost of Production
Government
Common Technology
Increasing CAGR
Barrier to entry
Television
Internet
SMS advertising
Radio
Few major players
Switching cost
Short supply.
Differentiated (in terms of
quality)
Advertising
Agencies
Small and Medium
companies
Threat from new
entrants/entry
barriers
Rivalry
against
competitors
Threat
from
substitute
√
Low to
moderate
Moderate
to high
High
Bargaining
power of
suppliers
√
Low
Moderate
Bargaining
power of
buyers
√
√
√
21%
GE 9 Cell matrix
8.8
5
J.
P
8.4
7.3
75
BC
CL
6.
1
5.
2
HT
D
C
M
M
Competitive Strength Point

Government policies
Growth of Small Scale industries
 Increase in level of literacy
 Increase younger population

(Source: Adex India (A division of TAM Media Research)
Top Sectors
Education
Services
Banking/Finance/Investment
Auto
Retail
Corporate/Brand Image
Durables
Personal Accessories
% Share
17%
12%
10%
7%
5%
4%
3%
3%
Telecom/Internet Service Providers
Personal Healthcare
2%
2%
(Source: Adex India (A division of TAM Media Research)
Opportunities






Increasing readership
Improving literacy
level
Geographical
expansion
Demographical
expansion
Service tax
Increase in service
sector advertising
Threats




Internet
SMS services
Radio
Decrease in
automobile sector.
 Reachness
 Preferred
Segmentation
Thank you