Ministry of Information & Broadcasting approves revised rate structure for Government advertisements to strengthen the print media ecosystem
Announced a 26% increase in advertising rates in print media and introduced a premium for colour advertisements
New Delhi (The Uttam Hindu): The government has decided to increase advertising rates by 26%. For print media, the rate per square centimeter for black and white advertising for one lakh copies of daily newspapers has been increased from Rs 47.40 to Rs 59.68, a 26% increase. The government has also agreed to the committee's recommendations regarding premium rates and preferential status for color advertising.
The Central Bureau of Communications (CBC), a nodal media unit under the Ministry of Information & Broadcasting, undertakes publicity campaigns through various media channels, including print media, on behalf of various Ministries/Departments of the Government of India. The rates for issue of advertisements in print media empanelled with CBC for this purpose were last revised by the Ministry on 09.01.2019 based on the recommendations of the 8th Rate Structure Committee (RSC), which were valid for a period of three years.
Committee evaluates cost of print media
The 9th Rate Structure Committee, headed by AS&FA (I&B), was constituted on November 11, 2021 to make recommendations regarding revision of rates for government advertisements in print media.
During its proceedings between November 2021 and August 2023, the Committee considered representations from various newspaper associations representing small, medium, and large newspapers, such as the Indian Newspaper Society (INS), All India Small Newspapers Association (AISNA), Small-Medium-Big Newspapers Society (SMBNS), and other stakeholders. The Committee also deliberated on various parameters affecting advertising rates in print media, such as wholesale price index inflation in respect of newsprint, wages, inflation rate, trend in imported newsprint prices, processing costs, etc. The Committee submitted its recommendations on September 23, 2023.
Increase revenue and strengthen the print media ecosystem
Increasing the rates for government advertisements in print media will have several significant benefits for both the government and the media sector. Higher rates for government advertisements will provide much-needed revenue support to print media, especially in the face of competition from various other media platforms and the rise in costs over the past few years. This can help sustain operations, maintain quality journalism, and support local news initiatives. By promoting financial stability, print media can invest in better content, thereby serving the public interest more effectively.
The increase in advertising rates may be in line with broader trends in media consumption. By recognizing the importance of print media in a diverse media ecosystem, governments can better target their communication strategies and ensure they effectively reach citizens across a variety of platforms.