 |
•
Increase
in literate population 18%
• Increase
in all newspapers
circulation 27%
•
Increase
in language newspapers
circulation 31%
•
Increase
in English Newspapers 16%
•
Increase
in total population 7.6% |
Data
Sources: Census 1991 & 2001
(interpolated data) & Individual Publications
Circulation figures. |
Overall
Circulation
Newspaper circulation has grown by 27% over the past 5 years (1997
- 2001) while the literate population has grown by 18%.
Since only literate people buy newspapers, publications appear
to have made some inroads into the readers' market. (A part of
this can be attributed to smart packaging & distribution policies
and very low cover prices.)
The Future
Is the English-speaking populace relying more on television &
the internet for news?
(The penetration of internet connections in India is less than
1% as on December 2001 as compared to 40% in U.S.A.). Will a sharp
growth of internet connectivity in India wean away potential new
readers (initially more English readers, and later 'language'
readers) from the print media?
India's literacy rate (slightly over 50%) is 'ripe' for sharp
growth. Can a boost in literacy rate contribute to increase in
circulation?
by Michelle Swami, Mediaware Infotech
