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Saturday, September 26, 2009

The Print Media

The 1981 census revealed that the literacy in the country is a bare 36.2%, and that the largest concentration of literates is in the metros and mini-metros. Consequently, the coverage of press ads is limited to less than 40% of the population comprises women who are by and large more fond of periodicals the daily newspapers. Since women are the main decision-makers regarding household purchases (so advertisers believe), periodicals score over the dailies as advertising media. However, magazines or periodicals generally have a low regular readership compared to newspapers. Yet, magazines have a longer ‘life’ in the sense they are around for a longer time, and generally lack the ‘clutter’ of newspaper ads. Further, the reproduction of both color and black and white visuals and copy is usually of a much higher quality. And, since there are around 21 special interest magazines catering to various interests and lifestyles, it is easier for the advertiser to tailor his ads to target audiences and avoid a lot of wasteful advertising in general interest magazines and daily newspapers.

Labels: Advertisement, daily newspapers, general, magazines, Media, Print

by 4Points at 5:53 AM |