Corporate ads dominate print media

Corporate and Brand Image advertising dominated the print media between January and March 2004. It was the largest advertiser in both newspapers and magazines. 
 
The other common advertisers between newspapers and magazines were automobiles (cars and jeeps), insurance and the travel and tourism industry. These are the findings of the data collated by AdEx India, a division of TAM Media Research. 
 
The AdEx analysis, covering more than 450 newspapers and 200 plus magazines that the research agency monitors, shows that other than the categories mentioned above, the top advertisers and brands in newspapers and magazines were distinctly different. 
 
In newspapers, two wheelers were the second largest category of advertisers while publications and books grabbed the same spot in magazines. Magazines also score high on liquor and garments advertising. 
 
Airlines and jewellery brands are the other major advertising categories in magazines in this quarter. Educational institutes, social campaigns and events used newspapers for publicity as did property and real-estate developers. 
 
In the telecom sector, the advertising divide is quite distinct: while the cellular phone services ranked sixth in newspapers, the handset manufacturers focused on the magazines. In the first quarter, the newspapers also

attracted a lot of government advertising. 
 
Campaigns from the ministry of divestment and the Government of India were seen across newspapers. A host of public issues also made their way into the newspapers in the first quarter. In the top advertiser category, Maruti Udyog Ltd was the biggest advertiser in newspapers. 
 
As far as the predominance of government ads in print is concerned, at least three campaigns -- "Irada Naye Bharat Ka", "Bharat Uday" and "Pulse Polio" -- featured among the Top 10 brands being advertised in newspapers. The Indian National Congress added the political touch and grabbed the eighth spot in this segment. 
 
The top 10 brands advertised in newspapers included Maruti Udyog Ltd, RIM Prepaid, and ONGC. Bajaj Pulsar DTS-I, LG Home Appliances and Thomas Cook Holidays also featured in the list. The top brands in magazines were, once again, different from those in newspapers. Tamil Nadu Tourism has been the largest advertiser in magazines so far this year. 
 
There is a strong presence of automobile advertisers too with Ford Endeavor, Maruti Udyog, Bajaj Pulsar DTS-I and TVS Centra VT-I featuring among the top 10 brands to have advertised in magazines. Among the cellular phone brands, Nokia 1100 was a major advertiser in magazines while Emirates Airlines was prominent among airline advertisers.