I&B Ministry approves 26% increase in rates for advertisements in print media

The Information and Broadcasting (I&B) Ministry has approved a 26% increase in the rates for advertisements in print media to strengthen the media ecosystem.

“The government has decided to revise the rates of advertisement by 26%. The media rates for print media per sq.cm. for one lakh copies of dailies in the black and white advertisement have been enhanced from ₹47.40 to ₹59.68, an increase of 26%. The government has also agreed to the recommendations of the Committee relating to premium rates to be offered for colour advertisements, preferential positioning,” the Ministry said on Monday.

The Central Bureau of Communication (CBC) is a nodal media unit under the Ministry for undertaking publicity campaigns on behalf of various Ministries and Departments of the Government of India in various media vehicles, including print media, empanelled with the CBC for this purpose.

“The rates for release of advertisements in the print media by the CBC were last revised by the Ministry on the basis of the recommendations of the 8th Rate Structure Committee on January 9, 2019, which were valid for a period of three years. The 9th Rate Structure Committee under the chairmanship of Additional Secretary and Financial Adviser (I&B) was constituted on November 11, 2021, for making recommendations regarding revision in rates for government advertisements in print media,” it said.

The Committee, during its proceedings between November 2021 and August 2023 considered the representations from various newspaper associations of small, medium, and big category newspapers — Indian Newspaper Society, All India Small Newspapers Association, Small-Medium-Big Newspapers Society, and other stakeholders. It deliberated on the various parameters and submitted its recommendations on September 23, 2023.

“Increasing the rates for government advertisements in print media will yield several significant benefits, both for the government and the media landscape. Higher rates for government advertisements will provide essential revenue support to print media, especially in an era of competition from various other media platforms and in view of the escalation in cost in the last few years,” the Ministry said, adding that the move could help sustain operations, maintain quality journalism, and support local news initiatives.

“By boosting financial stability, print media can invest in better content, thereby serving the public interest more effectively. The upward revision in advertisement rates can align with broader trends in media consumption. By recognising the value of print media in a diversified media ecosystem, the government can better target its communications strategies, ensuring that they reach citizens effectively across various platforms,” it said.