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Deviprasad Goenka Management College of Media Studies

Print medium continues to thrive in India

By Prof. Mangesh Karandikar

May 14, 2018 at 10:00 AM



The print medium in India is very much alive and thriving. This is despite the growth in television and Internet, and mobile phones and social media. Robin Jeffrey wrote about how the regional print media would overtake the English press. We have also seen the downturn in the print media, especially newspapers in the Western world. But Indias rising literacy rate continues to fuel the growth of the print medium.

The Audit Bureau of Circulation (ABC) states that the circulation of India’s print publications grew at the compound annual growth rate or CAGR of 4.87% between the end of 2006 and the end of 2016, to 62 million a day.

The media universe in India does not follow the trends in the other parts of the world, and this is certainly not new. Despite the popularity of the mobile media - by that I mean all kinds of media accessed using mobile devices, the print media has not yet shown a downturn in India. According to some experts, it will take a decade more for that to happen, but who knows? One can only guess, or project figures based on statistics. A lot will depend on how quickly mobile services reach deeper into rural India, and whether the increasingly young population discards the print and adopts mobile as their medium of choice.

There is, of course, a word of caution. The digital media continues to grow at a breakneck pace and with increasing proliferation of mobile connectivity, it would be difficult for the print medium to compete with this speed. Also, one should also take into consideration that though print media is growing, maximum growth is in the regional print media.

We should know in another 5 years. Till then, print will definitely thrive. For readers, here is the link to the document released by the ABC.

http://www.auditbureau.org/news/view/53