New Delhi, Nov 17 (NationPress) On Monday, the Centre declared a 26% increase in advertisement rates for print media and introduced a premium for colour advertisements to bolster the print media sector.

The rates for black and white advertisements per sq. cm. for one lakh copies of daily publications have been raised from Rs. 47.40 to Rs. 59.68. Additionally, the Government has accepted the Committee's recommendations regarding premium rates for colour ads and preferred placements, as per a statement from the Ministry of Information & Broadcasting.

This increase in government advertisement rates will deliver crucial revenue support to print media, particularly as it faces competition from various media platforms and rising operational costs over recent years. This financial boost can aid in sustaining operations, enhancing journalistic quality, and supporting local news initiatives.

With improved financial stability, print media can invest in superior content, thus serving the public interest more effectively, the statement added.

The Central Bureau of Communication (CBC) acts as the principal media unit under the Ministry of Information and Broadcasting, conducting publicity campaigns for various Government Ministries and Departments across different media, including print. The advertisement rates for print media through CBC were last revised based on recommendations from the 8th Rate Structure Committee on January 9, 2019, which remained in effect for three years.

The 9th Rate Structure Committee was established on November 11, 2021, chaired by AS&FA (I&B), to recommend adjustments to government advertisement rates in print media.

Throughout its deliberations from November 2021 to August 2023, the Committee considered input from various newspaper associations, including the Indian Newspaper Society (INS), All India Small Newspapers Association (AISNA), Small-Medium-Big Newspapers Society (SMBNS), and other stakeholders.

The Committee also evaluated various factors affecting advertisement rates in print media, such as WPI inflation related to newsprint, wages, inflation rates, trends in imported newsprint prices, and processing costs. The Committee presented its recommendations on September 23, 2023.

Increasing government advertisement rates in print media presents numerous benefits for both the government and the media landscape.

The rise in advertisement rates aligns with broader trends in media consumption. By acknowledging the significance of print media in a diverse media ecosystem, the Government can effectively target its communication strategies, ensuring they reach citizens across multiple platforms, the official statement concluded.