WORLD MAGAZINE TRENDS 2001/2002 INDIA INDIA WORLD MAGAZINE TRENDS 2001/2002

Commentary by Zenith Media Indian law forbids foreign ownership It is difficult to ascertain precisely expenditure It used to attract a much of Indian publications, so most how well Indian magazines are higher proportion: in 1990 it attracted magazines published in India are performing, since the agency that 70%; but its share has been eroded by domestic brands Few of the familiar monitors advertising expenditure the growth of television, particularly international brands are present, only publishes a single figure for satellite television Press advertising though there are some exceptions: press, combining the figures for reached a peak in 1997, but the Asian Reader’s Digest, for example, is printed newspapers and magazines Press is financial crisis caused a 19% slump in India under licence the clearly dominant advertising in 1998 The press ad market did not medium in India, attracting 49% of return to its pre-crash size until 2000

Advertising expenditure data (Rupee million, current prices) 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 Press 11,000 12,500 15,000 19,950 24,500 27,950 32,396 26,360 29,796 35,064 TV 3,170 3,900 4,630 9,800 11,200 15,520 19,724 21,358 23,765 28,098 Radio 530 590 640 913 1,000 1,100 1,119 998 1,470 1,800 Cinema 100 110 120 110 90 100 104 217 245 275 Outdoor 1,371 1,558 1,900 2,150 2,300 2,600 2,908 4,732 4,900 5,700 Total 16,171 18,658 22,290 32,923 39,090 47,270 56,251 53,665 60,176 70,937 Source: 1991-97 INS, Doordarshan, All India Radio, Star TV, Zee TV, Agencies 1998 ORG-MARG (TV and press) AIR (Radio), Zenith Media, 1999-2000 Zen Includes production costs, includes agency commission, includes classified advertising, after discounts, TV includes non-terrestrial from 1991 onwards

Press share of adspend 2000 Press adspend growth 1991-2000 % change year-on-year Rupee million Cinema Outdoor 40 40,000 0.4% 8.0% Radio 30 35,000 2.5% 30,000 20 25,000 10 20,000 Pr es s 0 49.4% 15,000 -10 10,000 TV 39.6% -20 5,000

-30 0 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

y-o-y% adspend

Major magazine publishers Magazine advertising restrictions

Publisher Revenue (Rupee mill) Restrictions Times Of India Group 1,045 Tobacco Permitted Living Media 895 Alcohol Banned Business India Group 194 Advertising to children Permitted Delhi Press Patra Prakashan 148 Over-the-counter drugs Permitted Indian Express Group 147 Source: Living Media India Group 143 Magna Publishing Co. 143 Population with internet access Cyber Media (i) 119 RDI Print & Publishing 76 Type 2000 Pioneer Book Company 48 % of the population 0.4 Source: ORG-MARG Total 4,500,000

1 INDIA WORLD MAGAZINE TRENDS 2001/2002

Major magazine titles Average issue Page cost Circulationreadership (4 colour) Publisher Frequency (000) (000) (%) (Rupee) Women’s magazines Adults 15+ Saras Salil Delhi Press Patra Fortnightly 1,101 8,628 1.3 150,000 Mangalam - Weekly 722 3,505 0.5 70,000 Kumudam - Weekly 399 4,424 0.7 72,000 Vanitha Malayala Manorama Monthly 376 4,038 0.6 115,000 Griha Shobha Delhi Press Patra Monthly 323 5,507 0.8 180,000 Meri Saheli Pioneer Book Monthly 296 2,844 0.4 120,000 Swati Sapari V Ptrka - - 240 3,155 0.5 96,000 Rani Weekly - Weekly 213 1,697 0.3 48,750 Manayar Malar - - 210 927 0.1 36,000 Sarita Delhi Press Patra Fortnightly 168 4,200 0.6 110,000 Grihalakshmi - - 162 2,977 0.4 2,977 Grihashobhika - - 151 151 - 1,422 Femina Bennett, Coleman & Co Fortnightly 143 6,000 0.9 210,000 Savvy Magna Publications Monthly 118 367 0.1 115,000 Women’s Era Delhi Press Patra Fortnightly 88 1,165 0.2 110,000 New Woman Magna Publications Monthly 80 318 - 90,000 interest Malayala Manorama Malayala 1,169 6,871 1.0 180,000 India Today (E) Living Media India Weekly 424 5,485 0.8 435,000 Reader’s Digest Reader’s Digest - 375 3,538 0.5 240,000 Ananda Vikatan - - 359 2,629 0.4 60,000 Manohar Kahaniyan - - 348 4,894 0.7 132,000 Competition Succ. Review Competition Success Rev. Monthly 261 3,491 0.5 180,000 Chitralekha (G) - - 251 1,057 0.2 172,500 Outlook Hathway Publications Weekly 221 1,241 0.2 66,000 Consumer special interest Stardust (E) Magna Publications Monthly 308 2,461 0.4 172,500 Filmfare Bennett, Coleman & Co Monthly 186 3,635 0.5 60,000 Cine Blitz Rifa Publications Fortnightly 184 1,315 0.2 117,000 Auto India - - 77 917 0.1 58,000 PC Quest - - 55 484 0.1 63,000 Men’s Gentleman - - 64 206 0.0 50,000 Business Business World - - 125 519 0.1 195,000 Business Today Business Today Fortnightly 122 1,000 0.1 185,000 Business India Business India Fortnightly 102 1,200 0.2 175,000 Inside Outside Inside Outside Monthly 72 1,000 0.1 85,000 Dalal Street - - 55 151 0.0 120,000 Source: ABC/Zenith Media E=English edition G=Gujurati edition

Top ten magazine advertisers (1999) Top ten magazine advertising categories (1999) Press expenditure Magazine expenditure Advertiser Rs (mill) Category Rs (mill) ITC 140 Ready-made clothes 194 Telco 99 Corporate 179 Hindustan Lever 89 Cars/jeeps 178 BPL 72 Tobacco 163 Raymond 62 Tailors 145 Music Today 55 Televisions 66 Intel Corp. 51 Jewellery 62 LG 49 Two-wheelers 44 Bajaj Auto 47 Computer literacy 38 Baron International 41 Hosiery 23 Source: ORG-MARG Source: ORG-MARG

National population and GDP Readership universe sizes (Million) (000s) National population 1,014.0 Women (15+) 324,960 Adult population (15+) 673.6 Men (15+) 348,625 Female 490.2 Adults (15+) 673,585 Male 523.9 Source: CIA Gross Domestic Product (Rupee million) 21,563,199 Source: IFS, CIA Tax (VAT) on magazine purchase: 0

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