Print in India is a growing and profitable industry. It has more than doubled in the last 10 years. It would not have survived if there is no readership. The impression is that the digital is cornering a large amount of ad pie, but the fact is that TV and print toghter account for 74 per cent of all advertising. Next to TV, print dominates India’s Rs. 126,200 crore M & E industry. Yes, digital remains the fastest growing segment at Rs. 7,690 crore.

Why the print media continue to grow? There are several reasons. The rising literacy rate which is 74 per cent currently is the biggest reason for print to grow. In India, there is primacy of the written word. The third reason is the home delivery of the newspapers. In the developed word, the decline against internet is rapid as there is volition involved in going out to buy a newspaper in the US or UK. In India labour is inexpensive and so the delivery costs are low.

The number of copies sld have increased, despite the rise in cover prices.

In India, circulation is not the chosen metrics for advertisers, as a newspaper is shared anywhere between 2-11 people Readership is a better metrics of reach.