METROS AND BEYOND-------------

REGIONAL MAGAZINES

PARESH NATH : DELHI PRESS

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REGIONALOR MORE APPROPRIATELY NON-ENGLISH MAGAZINES

ARE HEREBY WAY OF RIGHT AND NOT

CONCESSION

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NON-ENGLISH INDIAN LANGUAGE

MAGAZINES ARE MORE IMPORTANT AND

EFFECTIVE

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WHETHER FOR READERS

OR ADVERTISERS

THESE ARE HERE TO GROW AND BLOOM

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ENGLISH MAGAZINES MAY SEE PROBLEMS

•ILLUSTRATED WEEKLY•EVE’S WEEKLY•BLITZ•CURRENT•SUNDAY•STAR & STYLE

ONCE KNOWN AND POPULAR HAVE ALREADY DIED AND HAVE BEEN FORGOTTEN

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THESE WERE POPULAR WHENENGLISH MEDIUM EDUCATION WAS

STILL IN ITS INFANCY

BUT SURPRISINGLY WITH MORE KIDS GOING FOR ENGLISH MEDIUM EDUCATION

ENGLISH HAS SOMEHOW LOST ITS PREMINENCE AS A

LANGUAGE OF SERIOUS COMMUNICATION

NOW IT IS ONLY A LANGUAGE OF BUSSINESS COMMUNICATION OR

CASUAL CONVERSATION

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AS PER IRS-2013IN THE TOP 10 NEWSPAPERS LIST

ONLY ONE ENGLISH NEWSPAPER FIGURES AND THAT TOO

ON THE 7TH

PLACE

EVEN THEN THE GOVERNMENT DOLES HUGE AD SUPPORT TO ENGLISH NEWSPAPERS.

THESE ENGLISH NEWSPAPERS CARRY 8 TO 10 PAGES OF GOVERNMENT ADS EVERYDAY-- ENOUGH TO MEET NEWSPRINT COST OF 40 PAGES AT DAVP RATES!

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ENGLISH NEWSPAPERS HAVE READERSHIP--MORE BECAUSE THESE ARE CHEAPER--MORE

PAGES AND LESS COVER PRICE

THAT MEANS MORE RADDI ALLUREMENT

NO ENGLISH NEWSPAPER WILL BE WILLING TO PUT ITS COVER PRICE AT INTERNATIONAL LEVELS—THEY WILL LOSE MOST OF THEIR

CUSTOMERS

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INDIAN LANGUAGESMAGAZINES

OCCUPY 9 PLACES OUT OF 10 AS PER IRS-2013

INDIAN LANGUAGES ARE THEMEDIUM OF COMMUNICATION

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TELEVISIONTOO IS

PRE-DOMINANTLY IN INDIAN LANGUAGES

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COMMERCIAL CINEMA IS EXCLUSIVELY

IN INDIAN LANGUAGES

AND POPULAR MUSIC AND RADIO ARE ALSO PREDOMINANTLY

IN INDIAN LANGUAGES

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PLEASE NOTE THE POWER OF INDIAN LANGUAGES

TELEVISION

HINDI : 43% (GEC+NEWS+MOVIES)OTHER INDIAN : 26%

(GEC+NEWS+MOVIES)ENGLISH : 1.25% (NEWS+MOVIES)

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INDIAN LANGUAGE MAGAZINES ARE NOT REGIONAL

-THESE ARE THETRUE NATIONAL

MAGAZINES IN INDIAN LANGUAGES

EACH ONE COVERS SPEAKERS OF THAT LANGUAGE ALL OVER THE COUNTRY

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INDIAN LANGUAGE MAGAZINES KNOW

THEIR READERS THEY HAVE COMMITMENTMOST ARE RUN BY OWNER/EDITORSTHEY TAKE UP CONTENTIOUS ISSUES-

AND DO NOT RUN AWAY LIKE PENGUINSWHEN THE HEAT IS ON…..

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INDIAN LANGUAGE MAGAZINES SUFFERIF AT ALL

FROM THE PREJUDICES OF ENGLISH MEDIUM EDUCATED BOYS AND GIRLS IN PUBLICITY OFFICES

OF CLIENTS AND ADVERTISING AGENCY OFFICES

– THOSE WHO COME HOME AND ENJOY A HINDI OR REGIONAL FILM

OR LISTEN TO HINDI OR REGIONAL MUSIC

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INDIAN LANGUAGE MAGAZINES COVER LARGER AREAS

THAN NEWSPAPERS

THESE ARE MORE CONVINCING THAN TELEVISION

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PLEASE NOTE THAT MILLIONS WHO ARE GETTING EDUCATED EVERY YEAR

MAY KNOW ENGLISH BUT THEY ENJOY THEIR MOTHER TONGUE

they converse and listen in mother tongue more than in English

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HERE ARE SOME EXAMPLES OF NUMBERS IN UNDER GRADUATE AND PG DIPLOMAS STUDENTS ENROLLED

CURRENTLYState UG PG

Andhra Pradesh 2157338 4538

Chhattisgarh 257865 6194

Madhya Pradesh 1131787 70950

Punjab 491109 6216

Tamil Nadu 2011407 12540

Total 22554842 174445

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FOOD FOR THOUGHTTHE LITERACY RATE IS GOING UP AND

MILLIONS ARE BEING ADDED TO THE NUMBER OF LITERATES EVERY YEAR.

AFTER SCHOOLING AND HIGHER EDUCATION THEY NEED GOOD STIMULATING MATERIAL TO READ AND

DEVELOP THEIR KNOWLEDGE.

MAGAZINES OF ALL KINDS AND ALL TYPES ARE NEEDED AND THERE IS NO DEARTH OF READERS

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THESE YOUNG BOYS AND GIRLS FROM METROS AS WELL AS

NON METROS WILL READ

NOT ENGLISH MAGAZINES

BUT REGIONAL LANGUAGE MAGAZINES

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THE VERDICT IS CLEAR INDIAN LANGUAGES

ARE MORE IMPORTANT

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IN AMERICA-NATION OF ONE LANGUAGE

AD SPEND IS DOMINATED BY MAGAZINES

– I WILL CALL THEM“AMERICAN” LANGUAGE MAGAZINES

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THE SHARE OF ADVERTISING OF“AMERICAN” LANGUAGE MAGAZINES IN U.S.A. IS AS

HIGH AS

20%NEWSPAPERSGET: 17%

TV NETWORK GET : 17%INTERNET IS STILL AT : 9%

FIGURES : 2007: SOURCE:MPA

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WHAT DO TOP 50 MAGZINES IN“AMERICAN” LANGUAGE GET

FROM 50 TOP ADVERTISERS IN U.S.A.

$ 8,626,822,271ON TOP IS PROCTER & GAMBLES :

$ 989,769,004SECOND IS KRAFT FOOD :

$ 499,860,725

IN CONTRASTTHE SHARE OF ADVERTISING OF

ALL MAGAZINES IN INDIA IS AS LOW AS

4%

Source : Pitch Madison Survey-- 2014

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INDIAN LANGUAGE MAGAZINES OFFER

SIMILAR REACH

IF INDIAN LANGUAGE MAGAZINES GET THE SAME KIND

OF CONSUMER ADVERTISING,THESE WILL DELIVER AND MAKE

ADVERTISERS ACHIEVE TARGETS

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INDIAN LANGUAGE MAGAZINES ARE NOW

MORE GLOSSY MORE RELEVANT

MORE READER FRIENDLY AND

MORE ADVERTISER FRIENDLY

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INDIAN LANGUAGE MAGAZINES HAVEONLY ONE MAJOR

ISSUE

LOGISTICS OF DELIVERY:

OUR DISTRIBUTION SYSTEM HAS BECOME OUTMODED

AND BECOMINGCOSTLIER DAY BY DAY

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WITH 14 MAJOR LANGUAGES

AND OVER MAJOR 100 TITLES

INDIAN LANGUAGEMAGAZINES HAVE APOWERFUL REACH

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DELHI PRESS MAGAZINES 36 TITLES

IN 10 LANGUAGES

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THANK YOU