Print Media Industry is very powerful medium for sending information and directly reaching their audiences . Print Media Industry grew by 7.3 percent from INR 209 billion in 2011- lower than KPMG in India's expection of 8.3 percent growth last year. The high dependence on advertisement revenues resulted in the growth of print industry by poor macroeconomic performance of the country. In 2012-12,the Indian economy slowed down its growth momentum registering a growth of only 5 percent as compared to 6.2 percent in 2011-12
However 2012 witnessed some improvement is circulation revenues which increased by 7.3 percent years on year as compared to only 3.b percent in 2011. This was achieved through launch of new editions and increases in cover prices of established editions. Going forward, the industry may adopt a differentiated pricing strategy by increasing the price of established editions in nature markets while holding the prices low in case of tier II and III markets or while entering new markets.
The print Industry's dependence on advertising resulted in lower than expected growth in 2012. National advertisers revised plans although regional markets still proved to be an area of growth.
