The Narendra Modi-led government has devised an overhaul of its advertising policy, whereby approximately 80 per cent of its newspaper advertising space will be given to dailies printed in Indian languages, keeping the remaining 20 per cent for English newspapers. This has been proposed in the Print Media Advertisement Policy of the Government of India.
The Ministry of Information and Broadcasting said, “The above norms are indicative and should be adhered to in the overall media strategy of the Ministries/Departments to ensure maximum coverage at optimum cost.”
However, a window of “deviation” is kept open for government ministries, but they have to give a “detailed justification” for the same.
The I&B Ministry has articulated the policy through which 15 per cent of its newspaper advertising space can be given to smaller newspapers, 35 per cent to medium dailies and the rest 50 per cent to bigger newspapers. This, the ministry says, will ensure “balance”.
The policy also defined which are the small, medium and big publications. Publications with a circulation of up to 25,000 copies per publishing day are considered “small”. Publications with circulation between 25,001 and 75,000 copies per publishing day are considered “medium”, while publications with circulation of above 75,000 copies per publishing day are considered “big”.