The Impressive TimesThe Ministry of Information & Broadcasting (I&B) has approved a revised rate structure for government advertisements in print media, marking a significant support measure for the sector. The revised framework includes a 26% increase in the advertisement rates, alongside the introduction of new premiums for colour advertisements and preferential positioning.
According to the Ministry, the media rates for print publications with one lakh daily copies in black-and-white format have been enhanced from ₹47.40 to ₹59.68 per sq. cm, representing a 26% rise. Additionally, the government has accepted recommendations for premium rates on colour advertisements, helping publications secure better value for creative and high-visibility placements.
The Central Bureau of Communication (CBC)—the nodal agency responsible for government publicity across media platforms—releases advertisements to print media outlets empanelled with it. The last rate revision took place on 9 January 2019, based on the recommendations of the 8th Rate Structure Committee (RSC), and remained valid for three years.
To reassess the financial realities of the print sector, the Government constituted the 9th Rate Structure Committee on 11 November 2021 under the chairmanship of AS&FA (I&B). The Committee examined representations from major newspaper associations representing small, medium, and large publications, including the Indian Newspaper Society (INS), All India Small Newspapers Association (AISNA), and the Small-Medium-Big Newspapers Society (SMBNS).
The Committee reviewed parameters influencing print media costs—such as WPI inflation on newsprint, wage growth, imported newsprint trends, overall inflation, and processing costs—before submitting its final recommendations on 23 September 2023.
The government noted that the revised advertisement rates will serve as a crucial revenue boost for the print industry, which has been facing rising operational costs and growing competition from digital platforms. Higher advertisement revenues are expected to help publications maintain quality journalism, support local reporting, and sustain their operations more effectively.
The increase in rates also aligns with broader media consumption trends by acknowledging the continued importance of print media in a diverse communication landscape. Strengthening print revenue streams will ensure that government messaging continues to reach citizens efficiently across multiple platforms.
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