INS urges government to increase advertising spending in print media
The Indian Newspaper Society (INS) is considering contacting the government, seeking to increase its advertising spending in print media. Information and Broadcasting Minister Anurag Thakur told the Rajya Sabha this week that there had been an almost 54% drop in government advertising spending in print media over the past three years.
âWe discussed it a few months ago with the government. We need to relaunch this agenda now. Spending on print advertising has fallen dramatically over the past three years. The government should increase spending on print advertising because people rely heavily on this medium. We will soon approach the government for this, âsaid an INS official.
In a written response to a question from Rajya Sabha on Monday, Thakur said the government spent Rs 429 crore on print media advertising in 2018-19, which fell to Rs 295 crore in 2019-2020. It fell further to Rs 197.49 crore in 2020-21.
A similar decline was also reported for electronic media.
The INS has constantly urged the government to provide financial assistance to the print media due to the massive losses suffered as a result of the pandemic. They also asked Finance Minister Nirmala Sitharaman to increase government advertising rates by 50%.
The company recently wrote to Thakur asking for an extension of the current Advertising and Visual Advertising Directorate (DAVP) rates for print media until March 2022.
âDue to the pandemic, the Audit Bureau of Circulation (ABC) has not been able to perform its traffic audits for the past two years. DAVP tariffs are indexed on the basis of these audited figures. We have therefore asked the government to authorize the maintenance of the old DAVP rates until March 31, 2022, âthe official said.